Geico to modify ad claims

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Insurance direct marketer Geico, Washington, will modify or discontinue certain claims in its "Top 10 Reasons" auto insurance direct mail campaign that contained "unsupported factual elements," the National Advertising Division of the Council of Better Business Bureaus said. NAD added, however, that most of the claims in the campaign were "clearly humorous and therefore did not require substantiating data." NAD said Geico also agreed to periodically review time-sensitive copy claims to ensure accuracy, and to modify them as needed. The ads were challenged by Independent Insurance Agents of Queens and Kings County, New York. The Geico ads were produced in-house.

Copyright July 1998, Crain Communications Inc.

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