Accident Line unveils charter to fight poor industry image

Accident Line, the personal injury claims company, has launched a standards charter to combat the negative publicity the industry has received, and has put pressure on its rivals to follow suit.

Under the 12-point charter, the company promises that customers will be informed of its funding methods in a free consultation, and will be given a 14-day cooling-off period, after taking out insurance through Accident Line.

The company will also check a victim’s household or motor insurance to assess whether any further insurance is necessary.

The charter follows negative publicity for the personal injury claims industry last year, particularly against Claims Direct, after claim-ants were left with less compensation than expected because of complicated and expensive policies.

Research for Accident Line, compiled by Taylor Nelson Sofres, shows that four in five people are sceptical about the levels of compensation promised by claims companies in television ads.

Accident Line director David Hartley says: “Accident Line is proud to be taking a lead in helping restore consumer confidence in compensation claims and hope that others in this field will take up similar initiatives.”

Accident Line is a Law Society-endorsed scheme, which puts victims in touch with specialist lawyers via a freephone number. The company uses Masius and MediaVest Manchester for its advertising and media buying.

Last month, Claims Direct appointed Redman Jones to its creative account amid plans to relaunch the company’s services.

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