Well, I've spoken to him and I don't have to pay the cancellation fee.
The reason being as I could prove that they didn't provide the insurance cover I asked for in the quote (false representation) which is another great benefit of sending a fax as oppsed to ringing them - the fax clearly asked for two items that were not covered.
To be fair, the guy I spoke to was the manager for Bike Insurance and he was quite reasonable once I explained what was in the fax and that at no time were any further questions asked by the broker - he realised they made a mistake and i'm only paying for the cover over the last week and a half - no cancellation fee.
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