2025.05. 28 本文字数：2909，阅读时长大约5分钟 作者 | 第一财经 杨倩雯 凭借着投保便利等优势，互联网保险近年来成为年轻一代购买保险的主要渠道之一。不过，由于消费 者在互联网保险投保过程中，往往需要依赖页面信息来了解产品，一些不规范的销售行为可能会引起 销售误导的问题。 为了评估互联网保险产品的情况，2024年10月~2025年4月，上海市消保委联合复旦大学针对市场 上共150款主流互联网保险产品开展测评，其中医疗险产品80款，重疾险30款，意外险40款。近 日，上海市消保委披露了这一测评结果。 测评发现，在京东保险经纪平台销售的一款人保财险的"个人百万综合意外险"，其宣称的"百万"保额 仅适用于航空意外伤害，而核心的意外身故保额实际上只有10万元。蚂蚁保平台上也存在类似问 题。安盛天平保险在该平台销售的"天天保・百万意外险"，宣称的"百万"实为意外医疗费用补偿责 任，而医疗费用补偿是报销模式，不超过实际医疗费用，所谓的"百万"为报销上限，且免赔额高达 5000元，而该产品的意外身故及残疾保额仅有1万元。 5月27日，第一财经记者搜索这两家平台，发现上述被点名产品已搜索不到，但有其他"百万保 ...

Core Insights - The evaluation conducted by Shanghai Consumer Protection Committee and Fudan University revealed four major issues in internet insurance products: misleading product names, insufficient information disclosure, non-compliant marketing practices, and lack of human customer service [1][2][4][8] Group 1: Misleading Product Names - Internet insurance products often use standardized and simplified designs, which can lead to misunderstandings about coverage limits and benefits [2] - For example, a product marketed as "million coverage" may only provide a limited benefit for specific incidents, misleading consumers about the actual coverage [2][3] Group 2: Insufficient Information Disclosure - Many internet insurance platforms fulfill their disclosure obligations superficially, using techniques like page folding and faint fonts to obscure critical information such as exclusions and waiting periods [4] - Consumers often find it difficult to access essential details about coverage, leading to potential misunderstandings about the products [4] Group 3: Non-Compliant Marketing Practices - Marketing strategies often emphasize high coverage and low premiums while downplaying critical limitations, resulting in consumer misconceptions about the products [5][7] - For instance, promotional claims may not align with actual policy terms, leading to confusion and impulsive purchasing decisions [5][7] Group 4: Lack of Human Customer Service - Many platforms lack adequate human customer service, relying heavily on automated systems that fail to address complex inquiries effectively [8][9] - The absence of human interaction can hinder the establishment of trust and proper understanding of insurance products, which are inherently complex [9] Recommendations - The Shanghai Consumer Protection Committee suggests establishing industry standards for the visibility of user information on insurance sales pages to ensure that critical information is clearly presented [9] - Platforms should incorporate mechanisms for confirming key terms and enhancing user understanding of insurance products, while insurance companies should focus on improving product clarity and customer service [9]