Your friends were sold a 'reviewable' Whole of Life plan.
This often has an investment element and a life cover element.
If the investment element does not perform well then the premiums can often rise sharply (or cover reduces).
Each time the policy is reviewed the risk is higher, because as they get older the risk of them dying increases.
The puts more pressure on the cost of the plan that cannot be subsidised by the investment element or cash in value.
Reviewable plans are only really suitable for a few reasons, interim cover (as mentioned already), OR if Guaranteed premiums are not affordable and it’s the 'only alternative' for IHT problem that ‘will not go away’ upon second death.
Calling them a rip off is not really a fair comment. I'll explain why...
At each 'review' they analyse the cost to provide your cover, they don’t suddenly charge you more because they feel like it, it's simply based on underwriting and will follow a set of rules they will use for anyone. If your investment element has not performed then it puts more pressure on your premium costing and then you have the massive hikes in premiums that you so often see. From my experience this always happens as once they reach ages 70+ and increases premium (reduces cover) quickly.
Unfortunately the problem lies in where this is not explained and/or the RISKS of this type of plan are not explained properly.
This is why many of the comments on here are from people who do not understand why or what these plans do and subsequently tar them with one brush. Where in fact these can be useful in certain situations.
The alternative if it can be afforded is a Whole of Life Plan with ‘Guaranteed premiums’ for life. No catches and simple.
NOW TO ANSWER YOUR QUESTION:
Try to find Suitability report that was given to your friends, read this carefully and see if review periods were mentioned and that these risks were applicable to the plan (in terms of premiums increasing or cover reducing).
If they were explained then it’s highly likely your case will be refused unless they can prove ‘the plan was not suitable for their needs’.
In this case the need for life cover sounds like it still exists and did at the point of sale as such a Whole of life policy was very probably suitable. However the only obvious grounds I can see for a complaint (with the limited information) are that the risks were not explained.
EDIT: From your latest post it sounds like the risks were explained to your friends so they were aware the cover could reduce.
If they feel they want to take it further:
You should follow the 3 steps to complaining.
http://www.fsa.gov.uk/co...ho_to_complain_to_1-2-3
and a useful article on WOL and complaints.
http://www.financial-omb...notes/whole-of-life.htm
If they feel they are not up to this they could find someone to carry out the complaint on their behalf. You may find a local IFA who could do this for a fee.
Otherwise you just have to weigh up the cost of cover, compared to the life cover payout and the probability of it paying out before the next review period.
Good luck and feel free to ask anything further.
Please note I am not an IFA nor is this advice! :)