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Nationwide Advert That includes Dominic West Sparks Promoting Watchdog Investigation

A current Nationwide commercial that includes actor Dominic West has sparked an investigation by the Promoting Requirements Authority (ASA) following a grievance filed by rival financial institution Santander.

Within the advert, West portrays the pinnacle of a fictional main financial institution who derides clients whereas discussing plans for department closures. The grievance alleges that the commercial is deceptive and unfairly discredits Nationwide’s opponents.

Nationwide has acknowledged the grievance, whereas Santander has declined to touch upon the matter.

The contentious advert, launched by Nationwide in October final yr, garnered consideration from the ASA shortly after its launch, with the regulatory physique receiving complaints concerning its content material, as reported by Sky Information.

West, famend for his roles in acclaimed collection similar to The Wire and The Crown, is depicted presenting an exorbitant bills invoice for a company lunch, earlier than discussing cost-cutting measures and department closures. In a pivotal scene, when a colleague highlights that Nationwide will not be closing branches, West retorts, “We’re not Nationwide, are we?”

The advert concludes with a voiceover emphasizing Nationwide’s dedication to sustaining its branches, in distinction to “the massive banks” which have introduced closures because of elevated on-line banking utilization.

Quite a few main banks, together with Lloyds, Barclays, NatWest, and Santander, have certainly introduced department closures in response to shifting shopper preferences in direction of on-line banking. In the meantime, Nationwide has emphasised its “department promise,” pledging to maintain all current branches operational till at the least 2026, barring unexpected circumstances.

An ASA spokesperson confirmed the receipt of the grievance, highlighting considerations over the advert’s alleged misinformation about different banks’ department closures and its perceived denigration of opponents. The investigation is ongoing, with no resolution reached as of but.

Nationwide responded acknowledging the ASA grievance and awaiting its decision. They reiterated their dedication to face-to-face banking, contrasting it with the closure pattern noticed amongst bigger banks.

The end result of the ASA investigation will make clear the advert’s compliance with promoting requirements and its portrayal of competitors throughout the banking sector.