Introduction to General Insurance Promotions (ICOBS)

Adam Samuel

Introduction to General Insurance Promotions (ICOBS)

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Course Overview

This introduction presents a limited number of rules on promotions relating to non-investment insurance and tackles some of the issues that arise in practice. It should give useful tips on how to stay within the rules or avoid their application altogether.

Marketing and compliance should find this a helpful overview of the rules and materials that they have to consider when putting together marketing material in the general insurance area.

Senior managers who have to know what is going on in their Company’s name should also attend to gain an understanding of the risks to their business in this largely uncharted area.

ICOBS 2.2 & Principle 7 – what do they say?

  • What is a promotion and does it matter?

  • Image advertising

  • Clear, fair and not misleading

  • Pricing claims

  • Promotions clearly identifiable as such

  • Approving promotions to be communicated by unregulated firms


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Clear, fair and not misleading

  • The need to present a balanced picture

  • Scaremongering

  • Handling of exclusions, limitations and restrictions on cover

  • Over-promising on guaranteed insurability and other matters

Pricing claims

  • 51% rule

  • Unfair comparisons with other products and best-buy tables

Who is Adam Samuel?

Adam Samuel is a compliance consultant who has been trying to resolve the financial services industry’s problems through a combination of training, advising, writing and general persuasion since 1996.

The author of the only book on complaints in the UK (now in a second edition), Adam has worked for regulators and public bodies in five countries and three continents and delivered financial services compliance training in three European countries and Hong Kong. He is a lawyer by training but insists on being qualified as a financial and mortgage adviser as well as a compliance and financial crime specialist. Adam’s specialty is loud, highly interactive sessions (on complaints handling, financial promotions, digital financial promotions, product governance, financial crime and suitability) using as many practical examples as he and the participants can find.


A graduate of both Oxford university and Boston University (masters in banking law), he is a member of the English and New York bars and is a holder of qualifications from CAMS, the CISI, CII on financial crime, compliance and mortgage advice.


  • Complaint handling and other dispute resolution

  • Financial promotions and digital media issues generally

  • Product governance

  • Advice and suitability standards and requirements for non-advised transactions

  • Financial crime including AML

Additional Details


Date And Time





Live Online (Zoom)

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