Pet Plan, the UK's biggest pet insurer, has had a complaint partially upheld against it by the Advertising Standards Authority (ASA).

The ASA was satisfied Pet Plan had substantiated its claim that "most vets recommend Pet Plan" since this was endorsed by the results of an independent survey.

But it went on to criticise the insurer over a claim in a leaflet for its Petplan cover stating this was recommended by nine out of ten vets.

The ASA found that the fact that Pet Plan literature was displayed in 95% of vets' surgeries did not amount to an official endorsement by those practices.

Pet Plan, which has 42% of the pet insurance market, has since dropped the "nine out of ten" claim.