What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Direct insurers apologise for adverts
Direct insurers have apologised to brokers for advertising that slates intermediaries and pledged to halt this practice after the Insurance Brokers Council (IBC) raised concerns about conflicting advertising messages with the South African Insurance Association (SAIA), whose members include both direct insurers and companies who rely on brokers.
The IBC is the independent broker representative body with some 4 000 members nationwide. It argued that whilst some insurance advertising was promoting the role of the broker, on the opposite side of the spectrum, direct insurers were slating brokers and confusing consumers.
In the light of positive initiatives, such as Proudly Insurance, which is intended to unite this industry which has had a great deal of negative publicity recently, the IBC maintained that these conflicts were damaging the industry as a whole.
Willem Roos, of OUTsurance, has apologised for the offending ads and pledged to pursue advertising that would no longer discredit the role of brokers.
Justus van Pletzen, CEO of the IBC, says that a decision was taken to approach SAIA rather than the Advertising Standards Authority: 'The result can only serve the insurance industry.
"We have always maintained that there is room for all the players in the industry, but brokers do not have the resources at their disposal to counter the vast amount of money that is being spent on spreading misinformation. This result will get us all closer to our goal of building consumer confidence in the insurance industry as a whole."
