Vorderman singled out in backlash against debt consolidation ads

The internet-based petition is open to all and has been launched by money expert Martin Lewis with the support of two debt advice charities. Lewis who presents ITV1's 'Make Me Rich', writes tips on saving money in The Guardian and on his own website, moneysavingexpert.com, through which he is running the petition.

Though he has singled out Vorderman, his petition also criticises the entire debt consolidation industry for the way it is marketing long-term loans secured against people's homes as an "everyday, easy option" when they should be a "last resort" option.

He argues the 'Countdown' presenter's long-term relationship with FirstPlus, her high profile and credibility as a maths boffin have contributed to the "growing normalisation" of this form of borrowing.

FirstPlus has used Vorderman in its advertising for nine years, while other loan firms have also used celebrities. Yes Car Credit has used comedian Jim Davidson and Loans.co.uk is using 'I'm a Celebrity...Get Me Out Of here' wininer Phil Tufnell.

Lewis and charities Credit Action and the Consumer Credit Counselling Service are appealing for Vorderman to stop doing the ads, as well as for all secured loan advertisers to be more responsible by targeting a narrower audience and not portraying their loans as saving people money.

The loan companies and their association with celebrities will also come under fire on national TV next week.

BBC One's 'Real Story' will feature the case of a couple who were lent more than the equity of their property by FirstPlus. The programme goes out at 7.30pm on Monday.

It includes criticism of Vorderman's role from Malcolm Hurlston, chairman of the CCCS, which is supporting Lewis' appeal. Hurlston will tell the programme: "I think the problem is because of her high profile, she is well-known for having a kind of expertise and that is transferred in the mind of the consumer.

"I think there's a very great danger for anything that is heavily advertised and promoted that will lead people towards a conclusion, which is unsuitable for them."

In a statement, FirstPlus, which is part of Barclays, said: "We know that Carol gives customers the feeling that FirstPlus can provide the best financial deal to restructure debts quickly, easily and responsibly. That is a promise we do our best to live up to.

"We agree that customers should not lose sight of the fact that loans are secured against a home, but that risk is very small and is made very clear. Throughout the process we work hard to ensure we lend against the ability to repay, not the home."

Vorderman has not commented on the petition nor the forthcoming programme.

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This article was first published on brandrepublic.com