An advert for private insurance has been slammed for implying that the NHS does not cover children's dentistry .
The ad by health insurer HSA showed a woman in the car with her family, pondering how she could afford new glasses for herself, keep up with her children's dental check-ups and cope with the costs of her husband's back treatment .
A sock puppet popped up saying: ‘To help pay for check-ups, treatment and emergencies ... hey, just say. HSA . Healthplans . Simple. Affordable."
The Advertising Standard Authority (ASA) upheld complaints that the ad was misleading because it implied there was a cost for children's dental check-ups and treatment, when it was available free of charge under the NHS .
The ASA ordered the company not to broadcast it again in its current form after concluding that it breached the uses of the Committee of Advertising Practise code on misleading advertising and qualifications .
HSA acknowledged that children were entitled to free NHS dental treatment but said many parents preferred private dentistry or were unable to find an NHS dentist in their area.
As a result, the health insurer said the number of children that visited a dentist in England in the two years ending December 2007 fell by 100,000 compared to the two years ending December 2006.
However, the ASA ruled that not all viewers would be aware that children's dentistry was still free under the NHS and said the advert gave a false impression that a charge was normal.
