Direct Line accused of running ‘bogus’ campaign

Peopleschampion.com has challenged Direct Line to prove that it is better than insurers who have their prices compared on independent price comparison sites.

“Direct Line are an excellent company with a wonderful track record of supplying their customers with value-for-money products. But they have been forced to mount a bogus advertising campaign to try and discredit independent price comparison sites,” says Kenny Kemp, a director of Peopleschampion.com, a price comparison site.

“Peopleschampion.com is challenging Direct Line: ‘Prove to the UK’s consumers that you are more competitive than those who are willing to have their products compared.’”

“[Direct Line] have been forced to mount a bogus advertising campaign to try and discredit independent price comparison sites

Kenny Kemp, a director of Peopleschampion.com

Peopleschampion.com says consumers and Direct Line's existing customers must question why they are not willing to have their products compared with others.

“If Direct Line are really as good as they claim in their advertising campaign - why not be compared with others! Or are they simply resting on past glories?”

Replying to a Direct Line-sponsored survey, which claims there is consumer confusion about price comparison sites, Kemp said: “We say clearly on our website - in red warning lights - that we are independent and cover over 90% of the market. We ask the consumer to draw their own conclusions about why companies don't want to be involved.”