Guidance from the Advertising Standards Authority (ASA) highlights a growing problem — mass compensation claims are being marketed like products instead of handled as legal services.

The ASA points to familiar issues—unclear fees, inflated payout claims, and contracts people may not fully understand before they sign them. These are not small mistakes; these issues suggest a system focused on getting people to sign up, rather than helping them make informed decisions.

Recent action backs this up. The regulator has ruled against accident claims adverts that misled people about costs, suggested services were risk-free, and even discouraged contacting insurers. In some cases, people were targeted soon after an accident—when they were least able to weigh up their options.

This is where the anti-litigation argument becomes stronger. The problem isn’t people making valid claims—it’s how those claims are being pushed. When marketing drives decisions, people can end up in legal action they don’t fully understand.

That damages trust and risks undermining genuine cases. If people are misled at the start, the whole process is no longer fit for purpose.

The ASA has made the risks clear. The legal sector now needs to respond—by being more transparent, more honest, and putting real people ahead of sign-ups.