Most Trusted Brands sponsor goes into administration

So Readers Digest UK, which sponsored the Most Trusted Brand Awards which voted LloydsTSB as Britain’s Most Trusted Bank for seven years running, has gone into administration.

Some small satisfaction there, methinks.

LloydsTSB was rated Most Trusted at a time when it was merrily mailing to its customers millions of unsolicited and highly toxic credit card cheques.

Virgin Media won the 2008 award for the most trusted ISP. And promptly had an ad campaign banned by the Advertising Standards Authority for misleading customers.

GOM always thought these Awards were flawed anyway. They were based on surveys of Reader's Digest subscribers - mostly dental receptionists and GP practice managers, I guess.