Several car finance advertisements that incorporated unauthorised clips of consumer finance expert Martin Lewis have been banned by the Advertising Standards Authority (ASA). The regulator ruled that the promotions, which appeared on social media platforms, were misleading due to the deceptive use of Lewis's image and endorsement.
The complaints were lodged by Money Saving Expert, the consumer advice website founded by Lewis, after the adverts were spotted circulating online. The ASA found that the use of Lewis's likeness implied an endorsement that did not exist, thereby misleading potential customers about the legitimacy and nature of the car finance offers.
The banned advertisements were primarily found on platforms such as Facebook and TikTok, targeting users with what appeared to be trusted financial advice from Lewis. However, the clips were used without his permission or knowledge, forming part of a broader pattern of online scams and misleading promotions that frequently exploit the images of well-known public figures.
Martin Lewis has consistently warned the public about the proliferation of such fraudulent schemes, particularly those that use deepfake technology or doctored videos to impersonate him. He has repeatedly urged social media companies and regulators to take stronger action against these deceptive practices, which can lead consumers to make poor financial decisions or fall victim to scams.
This latest ruling by the ASA reinforces the ongoing challenge of policing online advertising and the need for consumers to exercise caution when encountering financial promotions, especially those featuring celebrity endorsements. The decision highlights the regulator's commitment to tackling misleading advertising and protecting consumers from potentially harmful financial products promoted through deceptive means.