By Liz Hoffman 

An influential shareholder adviser has criticized the controversial proposed takeover of a small Ohio insurance company, further lengthening the deal's odds of getting done.

Institutional Shareholder Services Inc. said in a Wednesday report that the actions of American Financial Group Inc., which is seeking to buy the 48% of commercial-truck insurer National Interstate Corp. it doesn't already own, "raised every red flag in the semaphore."

While stopping short of telling shareholders whether to sell their shares or not, ISS said the actions of six National Interstate directors with ties to American Financial "raise the question whether they are competent stewards of shareholder value."

The directors--four current American Financial executives, one former executive and National Interstate's own CEO--didn't recuse themselves from deal talks, according to regulatory filings. Instead, National Interstate's chairman, who is also the finance chief of American Financial, spearheaded National Interstate's response and overruled efforts by four independent directors to form a special committee to evaluate the bid, according to regulatory filings. Such committees are often used to mitigate potential conflicts of interest in takeovers by large stockholders.

ISS said "it is difficult to consider the offer compelling" in light of flaws in the sales process. Many institutional investors subscribe to ISS reports and use them to shape their decisions on mergers. ISS doesn't typically make formal recommendations on tender offers, which don't require a shareholder vote.

The board said last week it would officially remain neutral on whether shareholders should accept American Financial's offer, which expires March 6.

Alan Spachman, National Interstate's founder and now one of its independent directors, has released his own separate regulatory filing, detailing what he called a "brazen attempt by a majority shareholder to force minority shareholders...to sell their shares at a price that is unfairly low."

Duff & Phelps LLC, retained to evaluate an initial $28-a-share bid, said the offer was too low, according to National Interstate's regulatory filings. After seeing Duff & Phelps's opinion, American Financial's CFO, a National Interstate director, offered to raise the bid to $30 a share in exchange for the board remaining neutral on the tender offer, according to regulatory filings. Duff & Phelps then resigned, Mr. Spachman has said.

ISS's comments come a day after T. Rowe Price Group Inc., National Interstate's largest outside shareholder, said it was "appalled" by the sales process and wouldn't sell into the offer.

American Financial, which owns 52% of National Interstate shares, needs two-thirds of shares outstanding to close the deal, which values the company at about $590 million. Together, T. Rowe and Mr. Spachman control about 20%, which means American Financial needs more than half of the remaining 28% shares to sell into its offer.

Write to Liz Hoffman at liz.hoffman@wsj.com

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