More work needed to eradicate unethical marketing practices in PI sector

An action plan aimed at eliminating unethical marketing practices from the personal injury sector has been agreed by key stakeholders in parliament.

A recent roundtable event organised by National Accident Helpline saw parliamentarians, regulators, law firms, and claims management companies came together to discuss unscrupulous behaviour and how to stamp it out.

Since July, a total of 50 organisations from the PI sector have signed up to the Ethical Marketing Charter and pledged never to cold call, text or email, engage in the unethical buying of accident data, nor use misleading advertising.

Russell Atkinson, CEO of National Accident Helpline, said the charter's goal of eradicating bad practices required a 'truly industry-led approach' to be successful.

Attendees agreed that further action was required to tackle unethical marketing and developed an action plan to afford consumers greater protection including:

• Improving understanding of how to report cold calling and high-pressure marketing tactics;

• Tackling the trade in personal data;

• Better sharing of information between regulatory bodies; and

• Ensuring law firms undertake due diligence on how their cases are generated.

A selection of leading law firms have signed up to the charter, such as Bindmans, Hodge Jones & Allen, and Irwin Mitchell, which has also received backing from the Claims Management Regulator and the Legal Ombudsman.

Shadow Minister for Culture and the Digital Economy, Chi Onwurah MP, said: 'Nuisance calls and other high-pressure tactics have a damaging impact on consumers, and industry-led initiatives such as the Ethical Marketing Charter will help to create clear water between ethical and unethical businesses.'

John van der Luit-Drummond is deputy editor for Solicitors Journal john.vanderluit@solicitorsjournal.co.uk | @JvdLD