Celebrity endorsement is routine, but there are rules. 'Her profile is a problem' (Sky News, 4 May). Money-saving guru Martin Lewis, the originator of the petition urging Vorderman 'to drop TV loan ads' (Reuters, 5 May), said: 'The use of a trusted maths genius to sell a product many people don't fully understand is an extremely powerful concept' (The Guardian, 5 May).
FirstPlus inadvertently supported the opposition, stating, according to one consumer website: 'Lending more equity than people had in their property is part of [our] service' (which.co.uk, 4 May). Vorderman declined to comment.
The Independent, meanwhile, hoped that 'Vorderman does the right thing', requesting she prove 'the numbers on the cheque she receives from FirstPlus are not the most important figures of all' (6 May).
Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow.