HSA told to put a sock in it

Tag : children sock
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The advertising regulator has criticised an ad for privateinsurance that implied children's dentistry was not covered by theNHS.
HSA's health plans ad showed the thoughts of a woman in the carwith her family, wondering how she could afford new glasses forherself, keep up with her children's dental check-ups and cope ifher husband's back treatment became expensive.
A sock puppet popped up at each question and replied "Hey, jus'say", with the final voiceover saying: "To help pay for check-ups,treatment and emergencies ... hey, just say. HSA. Healthplans.Simple. Affordable."
The Advertising Standard Authority upheld complaints that the adwas misleading because it implied there was a cost for children'sdental check-ups and treatment, when it was available free underthe NHS.
Further complaints that the husband's back problems would not becovered immediately because of a two-year moratorium for existingconditions were also upheld.
HSA acknowledged that children were entitled to free NHS dentaltreatment but said many parents preferred private dentistry or wereunable to find an NHS dentist in their area.
The company provided NHS Statistics showing that 100,000 fewerchildren visited a dentist in England in the two years endingDecember 2007 than in the two years ending December 2006.
HSA also argued that physiotherapy for a pre-existing backcondition was covered by most, though not all, of its plans.
However, the ASA ruled that not all viewers would be aware thatchildren's dentistry was still free under the NHS and said the adwrongly gave the impression a charge was normal.
The ASA also said that the ad had implied physiotherapy forexisting conditions was available on all plans because it did notstate otherwise.
HSA's ad breached the clauses of the Committee of AdvertisingPractise code on misleading advertising and qualifications and theASA ordered the company not to broadcast it again in its currentform.
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