A renewed effort is afoot to create a statutory cause of action against insurers who deny coverage in bad faith.

The “Consumer Protection Act,” S-2460, introduced this month, would establish a private cause of action for insureds or their assignees in connection with unfair claims-settlement practices — a right first articulated by the state Supreme Court in Rova Farms Resort Inc. v. Investors Ins. Co., 65 N.J. 474 (1974).