When digital PR goes wrong.

Insurance companies have come out last week warning against advertising holiday plans on social networking sites, as criminals are using them to identify targets.

This follows Google’s announcement that its Street View service now covers many rural areas, not just urban centres, potentially helping thieves identify vulnerable homes.

Legal and General, one of many insurers now aware of this potential problem, said last week that burglars were getting tech-savvy and “farming” such sites for information.

Whilst this is the case, there are fears that insurers could start to reject claims if there is evidence that policyholders have been using social networking sites. 

The AA, an insurance broker, said publishing details of when your house is empty could “be regarded as a breach of your duty of care and would be seriously considered by an insurer”.

Garry Skelton, marketing director of Legal & General’s general insurance business, has highlighted that as “the world has changed drastically with the advent of the Internet and the amazing array of social media sites now available to contact people, always be aware that a lot of time, talking on social media sites, such as Facebook, is like talking out loud in the street or down the pub: You are never sure who might be listening in.”

The Association of British Insurers, however, denies that the use of social networking sites was being factored into premiums but added that the issue was a growing concern for the industry.

 Therefore, take note. Don’t brag!  Informing everyone that “the old painting found in the attic turns out to be worth £30,000″ may not be such a great idea.