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Lloyds TSB insurance leaflet dubbed misleading

The Advertising Standards Agency has ruled that a promotional leaflet from Lloyds TSB advertising home insurance was misleading to consumers.

The ruling comes after the agency received complaints about the leaflet, which was designed to resemble a folded handwritten note from a neighbor. The agency concluded that the leaflet, which has already been withdrawn, could mislead consumers into thinking that it was an actual personal recommendation from someone they know.

The Advertising Standards Agency also said that the leaflet did not make it sufficiently clear that it was an advertisement, despite bearing the company’s logo.

The agency has concluded that Lloyds TSB’s approach was misleading and had told the company not to repeat the campaign in its current form.