The Advertising Standards Authority (ASA) has ruled Staysure Travel Insurance's ad did not make clear "the nature or extent of the age-related restrictions" on its cover.
The ad, which was seen on 9 August 2025, showed older couples on holiday eating out, boating, swimming, trekking and surfing.
A voiceover stated: “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.”
The voiceover was accompanied by small on-screen text at the bottom of the frame stating: “Terms and exclusions apply."
A viewer challenged whether the claim "there's no age limit" was misleading after they were only offered travel insurance for a limited number of days per year when they reached the age of 76.
In its response, Staysure argued the claim was not materially misleading or likely to mislead because there was no maximum age limit on purchasing travel insurance with the business, although it confirmed the length of coverage offered did decrease with age, as outlined by the complainant.
However, it maintained the "no age limit" claim was still factually accurate as customers of any age could obtain cover for up to 104 days of travel on a single trip or up to 35 days for any one trip through its annual multi-trip policies.
In addition, Staysure highlighted that the "there's no age limit" voiceover was accompanied by on-screen text stating "terms and exclusions apply".
The ASA, though, upheld the complaint and ruled the advert was misleading, telling Staysure viewers would take the "no age limit" claim to mean an applicant's age would not impact the availability or extent of available coverage.
"In particular, we considered viewers would expect that those who were older would be able to obtain cover on materially similar terms to younger consumers," it said, before going on to determine there were "significant limitations" to Staysure's cover owing to applicants' age.
"We also considered the qualification “Terms and exclusions apply”, shown in small on-screen text when the voiceover stated “there’s no age limit”, did not explain the nature or extent of the age-related restrictions and contradicted, rather than clarified, the absolute claim “there’s no age limit”," the ASA added.
It ultimately ruled the ad was misleading because it did not make clear the nature or extent of the restrictions on cover. Staysure has been told to ensure the ad does not appear again in its current form.
