Consumer advocate group CHOICE has unveiled a new campaign encouraging young Aussies to ask themselves whether or not they need private health insurance.

CHOICE has warned consumers in an article on its website that health insurers and for-profit comparison sites are ramping up their ad campaigns in a bid to retain customers and get consumers switching policies, with private health insurance premiums almost certain to increase again in April.

“As the premium season heats up, young consumers will face a barrage of fear-laden advertising from health insurers and for-profit switching sites designed to pressure them into increasingly pricey policies,” the article said.

“In its recent advertisement, policy comparison site iSelect depicts a zoo employee suffering severe injuries after being bitten by a snake and then implies checking your hospital cover is a good idea.

“Such campaigns are designed to confuse you into thinking taking out private health insurance is a matter of life and death, but nothing could be further from the truth.”

CHOICE’s director of content, campaigns and communications, Matt Levey, said the group wants Aussies to fight back against the industry fear campaign, creating a free website which asks consumers a few simple questions to help them decide if they would actually benefit financially from taking out private hospital cover.