Hypocritical Lloyds ‘By Your Side’ advert must go, says Noel Edmonds’ poll
Battling: Television presenter Noel Edmonds
Llloyds Banking Group should be forced to stop using its ‘By Your Side’ advertising slogan because of its treatment of small firms, according to a nationwide opinion poll commissioned by TV star Noel Edmonds.
Therium, the company that funded Edmonds’ litigation against Lloyds, paid for a survey of 2,006 UK adults, conducted by ComRes.
The TV star says he was a victim of a crooked banker at the Reading branch of HBOS, which was taken over by Lloyds during the financial crisis. He is planning to sue the bank for £70 million.
Edmonds, 69, has complained to the Advertising Standards Authority about the ‘By Your Side’ slogan. He considers it hypocritical because of the frauds at Reading – where small firms had their assets stripped – and Lloyds’s subsequent treatment of victims. Asked what their decision would be if they were in the ASA’s shoes, 57 per cent of those polled said they would ban the slogan.
The opinion poll is the latest skirmish in Edmonds’ dispute with Lloyds, which has seen him set up a radio station and target celebrities who have appeared in its recent advertising campaign about mental health issues.
He was embroiled in a Twitter spat with Countdown star Rachel Riley who said on Friday she had given her £8,000 fee to charity and was ‘proud to have taken part’.
Lloyds said: ‘We commission a quarterly survey of 1,800 customers to monitor trust. The independent survey, run by Ipsos Mori, shows 75 per cent of our customers trust Lloyds Bank. We are still waiting for Mr Edmonds to file his legal claim. If he does file his claim, it will be contested.’