National Accident Helpline and seven law firms launch Ethical Marketing Charter

National Accident Helpline has been joined by seven law firms in giving their backing to a newly launched charter designed to stamp out bad practice such as cold calling in the personal injury sector.

The claims management company has set up and signed the Ethical Marketing Charter along with Colemans-ctts, Emsleys, hlw Keeble Hawson, Hodge Jones Allen, Irwin Mitchell, Lester Aldridge and Scott Rees & Co. The charter has also won support from the Legal Ombudsman, the Claims Management Regulator, the Association of Personal Injury Lawyers (APIL) and a cross-party selection of MPs.

The new industry-led initiative aims to promote ethical and professional marketing practices in the personal injury sector and ensure consumers are more adequately protected.

The signatories to the charter have all formally and publicly committed to stand firmly against nuisance marketing, buying and selling of accident data, and misleading advertising.

Consumers will be able to report any breaches of the Charter’s principles to its administrator, National Accident Helpline, which will facilitate a resolution between the signatory and the consumer and, if appropriate, report the signatory to the relevant regulator.

National Accident Helpline says that the Ethical Marketing Charter was developed in response to the growth in cold calling, trading of personal information and misleading advertising by rogue players from numerous industry sectors, including the personal injury sector.

“National Accident Helpline believes that it is time for the industry to take a proactive approach to stamping out bad practice and to provide greater protection for consumers,” said Russell Atkinson, CEO of National Accident Helpline.

“We all recognise that marketing in a responsible, ethical way is best practice and this Charter will help to ensure that it’s the only viable way for those working in the personal injury sector to approach consumers.”

Andrew Tucker, Group Chief Executive, Irwin Mitchell said: “Irwin Mitchell has always operated with the highest levels of integrity and professional standards. We are resolute about maintaining those standards as a regulated law firm whilst supporting those who seek to raise standards across the claims management sector where appropriate. We are happy to back a move which seeks to end nuisance marketing.”

Mark Dugdale