I note from TV advertisements that one of the insurance companies is offering free 24 hour veterinary advice over the phone, surely this cannot be lawful even a vet could not advise on an animal they have not seen.

Not very different to NHS Direct, from what I hear! An OOH vet will be able to give advice over the phone, and depending on symptoms will decide whether the animal should be seen now or in the morning - this might be along the same lines.

Yes, may be JG, think it is a vet nurse they are offering - as even your own vet can not offer help without seeing the animal I am surprised that a vet nurse can but as you say the advice given may well be along the line of go to your vet now or go in the morning, suppose that would put peoples mind at rest. I was concerned that they would be offering end of the line advice on treatment a very worrying way to go, but if they suggest you phone your own vet and they will cover any costs then that would be a good service.

I know of one company that says you must phone their 24 hour phone line out of hours or they may not cover the cost of an out of hours call to their own vet. THis caused uproar when it was introduced. There is no way most pet owners would entertain the idea in an emergency.
Mind you i know of one company that has refused to pay for a claim when a dog had to have a grass seed taken out of its ear out of hours because they said its not an emergency! That to me is disgusting!