Martin Lewis has spent years warning that any advert featuring his face or name is fake, he doesn't do adverts, full stop. Business owners searching for insurance deals online are exactly the audience these scams increasingly target.
Lewis has been explicit and consistent on this point across interviews and his own platforms: "if it's an ad with me in, it's always a scam, as I don't do adverts." He's taken this seriously enough to personally sue Facebook's parent company over the volume of deepfake ads using his likeness to promote financial products.
Why this matters specifically for insurance: Scam ads using his face have promoted fake investment schemes, fake bank switching offers, and increasingly, fake insurance comparison tools, often using AI-generated video or voice cloning to make the endorsement look convincing. Business owners researching insurance deals are a natural target, since business insurance searches signal both financial capacity and lower personal-finance scam awareness than more heavily warned-about areas like pensions.
The simplest test: If you see Martin Lewis "endorsing" a specific business insurance product, broker, or comparison tool anywhere, it is fake. He has never endorsed a specific commercial insurance provider, and has been publicly clear that he doesn't do paid endorsements of any kind.
Business owners are frequently juggling multiple renewal dates, policies, and providers, exactly the kind of time pressure that makes a "quick, trusted" shortcut appealing. That's precisely the vulnerability these scam ads are built to exploit. Genuine insurance comparison, the kind that actually saves money, always happens through providers you've verified independently, never through an unsolicited ad claiming a celebrity's personal endorsement.
Free, no obligation. No celebrity endorsements, no urgency tactics, just real quotes from FCA-authorised insurers.
See My Cover Options →This article references Martin Lewis's publicly reported statements and legal action regarding fake advertisements using his likeness. CoverMatch is not affiliated with, and this article is not endorsed by, Martin Lewis or MoneySavingExpert.com.