ASA says sneering bank manager character wrongly suggests building society has not closed any branches
Adverts featuring the actor Dominic West as a sneering bank manager will be pulled from TV in their current form after the advertising watchdog ruled they were misleading because they wrongly suggest that the building society had not closed branches. received 281 complaints, including one from rival lender Santander, about the advert, which ran in October and November. The Nationwide campaign took a swipe at high street banks that have been closing branches.
“We told Nationwide Building Society not to mislead in relation to the closure of their branches,” it said. The decision by the ASA relates to the first advert in the campaign rather than the one currently being aired. Nationwide has updated the advert with new wording to reflect a promise it made in March to keep branches open until 2028.
Nationwide said it had trialled reduced opening hours in 88 branches as an alternative to closing them. It did not consider reduced opening hours were an omission from the advertising that could be considered misleading.
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