Santander files complaint with advertising watchdog
Santander has reportedly lodged a formal complaint with the ASA about a campaign by Nationwide, according to Sky News.
The Spanish-owned bank has labelled the TV advert – which features actor Dominic West in a “bad banker” role – “discrediting” to the UK retail banking industry.
As reported by Financial Promoter, the advert – first aired in October 2023 – shows West mocking customers, expensing extravagant lunches, ordering branch closures, and ordering a colleague around in a large management office.
The advert also featured a swipe at UK banks closing their high-street branches, with Nationwide having pledged to keep its all its existing branches open until 2026.
At the time of launch, Debbie Crosbie, the society’s chief executive, said the campaign shows Nationwide’s large-scale alternative offering compared with the shareholder-owned banks.
“As a major challenger, we are committed to offering a good way to bank for our customers through better service, value and fairness.
“Our rebrand is the most significant in 36 years and ensures we continue to be relevant for the needs of customers today and tomorrow,” Crosbie said in October.
The Advertising Standards Authority (ASA) has not yet identified Santander as the complainant and is yet to give a ruling, Sky News has learned.