Miss leading information

I am planning on buying travel insurance and I had a look at the TIC website and all it says is I must buy insurance before I fly. So I bought my tickets and app**** for my visa. Now after I emailed them they tell me I must buy insurance before I buy tickets or apply for visa or else they wont cover me. This seems unfair and is not mentioned on their website which is miss leading. Luckily I email them first and I bet they will still charge me full price for the insurance! Be careful with these guys.