Zurich Municipal has had to rewrite an advert it placed in a coucil publication following complaints from brokers.

The advert was headlined "Why pay more?" and featured the phrase: "By dealing directly with Zurich, you cut out the middle man, meaning you could save money."

It appeared in a local journal for local authority professionals in local and town Parish councils.

While pointing out that Zurich Municipal is a direct offering targeted at local authorities, a Zurich spokesman said: "On reflection, the wording is poor and future adverts will not use this statement."

British Insurance Brokers' Association (BIBA) chief executive Eric Galbraith branded the advert a "cheap marketing ploy" and "a very big step backwards."

"Instead of promoting good professional independent advice available from brokers, the advert has an unhealthy focus on price instead of adequate protection," Galbraith said in a statement. "Suggesting that cutting out the middle man could save you money is a cheap marketing ploy and not representative of the Zurich brand."

He added that brokers provide risk management and insurance advice, as well as ensuring competition by accessing a number of insurers. "Local councils are complex organisations and they should utilise the services of a broker to obtain the correct risk management and insurance programme from the whole market," Galbraith said.

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