Nationwide's Ad Campaign Featuring Dominic West Banned for Misleading Claims on Branch Closures

The Advertising Standards Authority ruled the ads misleading due to claims of not closing branches, despite recent closures.

Nationwide's advertising campaign, starring Dominic West, has been banned following an investigation by the Advertising Standards Authority (ASA).
The ASA received complaints, including from rival Santander, about the ads' misleading claims regarding Nationwide's branch closures.
Despite Nationwide's 'Branch Promise' to not close branches until at least 2026, the ASA found the ads misleading as Nationwide had closed 20 branches in the last 18 months.
Nationwide has now extended its branch promise to 2028, committing to keep every branch open until then.
The controversy highlights the ongoing issue of bank branch closures, with Nationwide having the largest remaining branch network among UK banks.