WE would like to correct the misleading advertisement from Darwen Funeral Services, headlined as an "Important Announcement" relating to the Age Concern Funeral Plan (LET, April 19). The advertisement is misleading in the following respects:

1. It says that "Advance Planning ... does not allow us to meet our clients until the time of bereavement." We place our clients' wishes first, and undertake to provide absolute confidentiality. This means our clients are in control of their own arrangements which we believe to be the correct approach. They are free to meet and talk to their funeral director if this is what they require.

2. Advance Planning Limited is a joint venture company owned 25 per cent by Age Concern Enterprises Limited and 75 per cent by SCI Pre-arrangement Ltd. Advance Planning Limited is structured in such a way that all major decisions are under the control of Age Concern Enterprises. Age Concern has decided to work with SCI (UK) because it is a national organisation which is able to provide a a consistently high standard of service throughout the UK, although it should be noted that Age Concern Funeral Plan works with many independent funeral directors, and invites them to participate if a client so wishes. 3. Customers buying an Age Concern Funeral Plan can be assured that they will get good value for money and that provision for their funeral plan will be protected as the funds will be held in an independent trust fund. Funeral Directors receive a fair payment for their services (which is the same for all funeral directors whether they are SCI branches or independent funeral directors). Membership administration and marketing expenses have to be borne by each plan with the remainder being invested to meet the long term commitment to each client of the Age Concern Funeral Plan.

It is disappointment that Darwen Funeral Services, having been approached by a client through the Age Concern Funeral Plan to work with them, has declined to do so. We very much hope that they will consider their position and we would be very pleased to discuss this matter with them.

PAULINE A WALSH (Chief Officer, Age Concern, Blackburn with Darwen), King Street, Blackburn.

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