Consumer champion Martin Lewis has launched a fierce public rebuke against ITV, accusing the broadcaster of a "massive breach of trust" for airing an advert he says brazenly impersonates his authoritative style.
The Money Saving Expert founder took to social media platform X to express his fury, stating the advertisement for a "claim firm" was so convincing that his own team was initially deceived. Lewis emphasised that the ad's presentation dangerously blurred the lines between his trusted, impartial advice and a paid promotional spot.
Why This Advert is So Dangerous
Lewis's core argument hinges on the sophisticated mimicry employed by the advert. It doesn't just sell a service; it clones the aesthetic and tone viewers associate with his factual, scam-warning segments on ITV's own programmes like This Morning.
This creates a perilous situation where vulnerable viewers, particularly those struggling with the cost-of-living crisis, might mistakenly believe the financial claim service is endorsed by Lewis himself. The potential for individuals to be misled into spending money on unnecessary services is, in his view, a profound betrayal.
A History of Fighting Misleading Ads
This is not the first time the finance guru has clashed with major media entities. He famously won a landmark legal battle against Facebook in 2018 over scam ads that used his image without permission.
His reaction to this ITV incident underscores a long-standing mission to protect consumers from predatory financial marketing. Lewis stated this case feels even more egregious because it involves a broadcaster he has a working relationship with, and one that he believes should uphold higher standards of viewer protection.
What Happens Next?
Lewis has made it clear that his going public was a last resort after direct complaints to ITV's ad team failed to yield a satisfactory resolution. By taking the matter to the court of public opinion, he has significantly increased the pressure on the broadcaster to act.
ITV has yet to issue a comprehensive public statement addressing the specific concerns raised. The ball is now in their court to either defend the advert's compliance or pull it from the airwaves to prevent any further risk of consumer harm.
