U.K. regulator rules against Iggy Pop insurance commercial
Last Updated: Wednesday, April 29, 2009 | 2:08 PM ET
CBC News
Punk rocker Iggy Pop, shown here in 2007, says in a car insurance commercial that he holds a policy with the company when in fact, he doesn't. (Jack Plunkett/Associated Press)The U.K. Advertising Standards Authority (ASA) has ruled that a car insurance ad featuring the Godfather of Punk, Iggy Pop, is misleading because musicians could not get insurance with the company.
Even though Swiftcover.com has since changed its policy, the ASA recommended Wednesday that the ad should not run.
The "Get a Life!" commercial encouraged consumers to get online insurance because it was easier and faster. It showed Pop — born James Newell Osterberg — playing golf and saying he had "more interesting things to do."
A dozen complainants to the ASA had noted that the Swiftcover website stated that people working in the entertainment business were not eligible for a policy.
In the company's arguments at the ASA hearing, Swiftcover.com said that its ad did not refer to Pop's profession and had chosen him to front the ad because of his reputation for "living life to the full."
The ASA pointed out that in the commercial, the 61-year-old performer said: "I got Swiftcovered. I got insurance on my insurance!"
Pop, in fact, did not have a policy with Swiftcover.
"Because the policy was promoted by a well-known musician, which might lead some viewers to believe the policy covered those who worked in entertainment, when it did not, and because Iggy Pop did not have a policy with Swiftcover, we concluded the ad was misleading," the ASA ruling stated.
Company to continue with Iggy Pop
The ASA's rulings only provide guidance. Swiftcover says it will continue to use Pop in its ads.
"Iggy Pop and swiftcover.com have made motor insurance interesting for a change, increasing awareness of swiftcover.com and sending our sales soaring by almost a third, so we would be crazy to lose Iggy," spokeswoman Tina Shortle told The Guardian newspaper.
The company says it had gotten many inquiries from musicians after they saw the punk icon in its ad.
Others working in the entertainment industry will continue to be excluded from getting a policy with Swiftcover.
Pop's hits include Lust for Life, I'm Bored and Real Wild Child.
