Insurers and brokers are cleaning up their advertising practices following concerns about misleading adverts, the FSA said this week.

The regulator had found that many firms were using misleading statements and headline-grabbing cheap deals that were unavailable in practice. It said that companies had to improve their advertising or face enforcement action.

The FSA said that early signs from its thematic review were encouraging.

"We are already seeing firms amending their promotions with an overall decrease in inadequate promotions. A number of other firms have agreed to amend their promotions for future campaigns."

Last year, the FSA reviewed press promotions by 57 firms in the motor, home and travel insurance sectors. It found that more than half (57%) of motor savings claims and 25% of home saving claims gave "rise to concerns".

The FSA will publish its findings at the end of the month.