The Advertising Standards Authority has upheld an ABTA complaint against supermarket giant Tesco which issued a leaflet claiming customers could save up to 50% on travel insurance at the store.
The ASA ruled that the leaflet implied that customers who bought Tesco's insurance would always save money, although this could not be justified in every case.
ABTA chief executive Ian Reynolds welcomed the ASA's decision, saying: "Too often we see misleading claims made by direct-sell insurance companies.
"They are desperate to break into the travel insurance market, which our members continue to serve successfully, providing high levels of service and good value for money."
The ASA has also upheld complaints against several travel companies.
Singapore Airlines was criticised for a national press advertisement that carried a picture of its first-class cabin in which the central aisle of seats had been removed.
Hoverspeed was told not to repeat the claim that its Dover-Calais service was the fastest way to cross the Channel.
The ASA decided that service provided by Eurotunnel was equally fast and sometimes faster.
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