Campaign aimed at raising the profile of the council and promoting quality kite mark

The Claims Standards Council (CSC) is to launch an advertising campaign in the national press aimed at warning the public of rogue claims farmers.

It comes as the CSC attempts to raise its public profile as a trade body that represents reputable claims management companies (CMCs).

The adverts will promote the CSC logo as a quality kite mark for reputable CMCs. It will publicise members of the CSC as being duty bound, by a code of conduct, to handle claims "with integrity and transparency."

In a draft copy of the adverts seen by Insurance Times the CSC promises CMCs belonging to the trade association will give: "An informed view of the likely success of ...claim and work through specialist personal injury lawyers to achieve a successful outcome."

Adverts will also warn that CMCs not regulated by the CSC "are a law unto themselves."

The CSC is set to launch a complaints mechanism for consumers concerned about the tactics of rogue CMCs in a bid to cut those companies out of the industry.

The CSC will join consumer groups in May to further promote its position. Marlene Winfield, a CSC board adviser, and founding member of the National Consumer Council, will lead the project.

Meanwhile, speculation mounts over who will regulate CMCs. Sources close to the Department of Constitutional Affairs (DCA) told Insurance Times the regulator would be an individual with an insurance background.

He will work with assistance from the DCA, the FSA, and the Law Society. It is thought that the CSC will be a public facing office for the regulator.