The Association of British Insurers has launched a new initiative focused on increasing the proportion of successful protection insurance claims. The UK watchdog has introduced new guidance that will seek to improve clarity for consumers who take out protection insurance online or via the phone.

The new guidance is aimed at member companies seeking to improve clarity for consumers who purchase insurance products over the internet or phone. It builds on earlier work on the clarity of application form questions and design, the association said.

Nick Starling, the Association of British Insurers’s (ABI) director of general insurance and health, said: In recent years we have seen a growing trend of people taking out life, critical illness and income protection insurance over the phone and online, especially via intermediaries. This latest ABI initiative will help ensure that the UK uses world-class online and telephone processes to help people disclose all the relevant information about their medical history. This will help ensure that people who take out cover in this way can rely on their policy to pay out when the need arises.

Protection insurance gives peace of mind to millions of individuals and families in the UK. We want to ensure that people have full confidence in, and understanding of, the products available. Our latest guidance marks another positive step towards this goal, Mr Starling added.