Policybazaar Insurance Brokers Private Limited - Policy Bazaar

Recommendation: Not Upheld | Medium: General Public

The ASCI had approached the advertiser for its response in addressing the grievances of the complainant and also forwarded the details of the complaint, verbatim with a request to respond to the same. The advertiser was offered an option to seek an Informal Resolution (IR) of the complaint by modifying or withdrawing the advertisement. The advertiser was also offered an opportunity for a telecon with the ASCI Secretariat, which they did not avail and submitted their response.

The advertiser in their response stated that the advertisement does not contain any statement that could be construed as frightening or cause harm to children. The advertisement is targeted at adult consumers, specifically parents and earning members of households, who are the relevant audience for a financial protection product of this nature.

The Consumer Complaints Council (CCC) viewed the advertisement, considered the complaint and the advertiser’s response.

The CCC discussed that term insurance is a product intended for adults and that the advertisement was primarily directed at parents, particularly the surviving parent. While children could also be exposed to the advertisement as it was aired on general entertainment channels during prime-time programming, however such incidental exposure did not, by itself, mean that the advertisement was directed towards children.

The CCC further discussed the nature and presentation of the advertisement. It was noted that term insurance advertising necessarily depicts the consequences of the insured event, including the loss of the primary or co- earning member’s income, to communicate the purpose and value of the product. The content did not appear to be presented in a manner that would cause fear or distress to children. Rather, it conveys a factual message and general awareness, which could lead children to raise questions about insurance with their parents.

Based on these observations, the CCC concluded that the advertisement is not in contravention of Chapter III of the ASCI Code. This complaint was NOT UPHELD by majority.