The Advertising Standards Authority (ASA) has criticised Auto Indemnity Group for failing to substantiate a claim made in an advertisement in Insurance Times.

DAS Group had challenged the ad, in which Auto Indemnity called itself “the recognised leaders in premier uninsured loss recovery for the motorist”.

Auto Indemnity said it could substantiate the claim but chose not to do so. It has since removed the claim from the advertisement.

The ASA upheld DAS's complaint and said it was concerned that Auto Indemnity had not provided evidence to support the claim, despite the company's responsibility under the ASA code to substantiate claims made in advertisements.

DAS sales and marketing manager Ray Kneeshaw said he welcomed the ASA's endorsement of DAS's complaint.