I've had a quick read through of that whole thread that Helen posted a link to, and it seems that a few people are getting the response that in a real emergency they don't actually expect you to ring their helpline. However, no explanation seems to be forthcoming for why the wording says that you 'must' ring that line.
Someone has contacted the RCVS and the person she spoke to was appalled - time will tell if any action is taken but I suspect it will take a lot of complaints from vets and the rcvs to make them see sense.
I think anyone who has received a new policy containing these terms should show it to their vet, contact the rcvs themselves, contact both M&S and Royal and Sun Alliance, contact the FSA and generally make a bit stink about it. I suspect they are relying on customer apathy and only a lot of people making a lot of noise will get them to change the wording.
Hannah - it's 6 of 1 and half a dozen of the other, imo. But I think the price hikes lots of people have experienced recently just empahsizes the importance of not getting too carried away with loss leader premiums and looking at the whole policy, which insurer underwrites the policy and how well established the company is. Despite the high excess for older animals, I'm sticking with petplan. Not had problems with them so far. They've always paid up for me no quibbles.