The Advertising Standards Authority has banned a TV advert for Staysure Travel Insurance after it upheld a complaint from a customer who found it misleading.
The viewer complained that, although the advert said ‘there’s no age limit’ for the product, the viewer was only offered travel insurance for a limited number of days per year after reaching the age of 76.
The advert, seen in August 2025, featured older couples on holiday and a voiceover that said: “You can count on Staysure, the UK’s favourite travel insurance provider. We specialise in cover for over 50s with pre-existing medical conditions, and there’s no age limit.”
Howserv Ltd t/a Staysure Travel Insurance argued the ‘no age limit’ claim was factually correct, although it confirmed that trip duration periods did decrease as a customer’s age increased.
The company also said that, when the voice-over stated ‘there’s no age limit’, it was accompanied by on-screen text saying: “Terms and exclusions apply.”
The ASA concluded that, because the ad wrongly implied that there were no age-related limits on the availability or extent of cover, and did not make clear the nature or extent of those restrictions, the ad was misleading and must not be shown again in its current form.
