“If you pay to promote it, so it now becomes an advert, it’s not covered, it’s ludicrous,” the presenter admitted.
“It needs to change,” he continued and those watching at home shared their opinions on what the Money Saving Expert was saying.
One wrote: “Really good tip from Martin on the search engine saying ad in the corner, not noticed before. But just searched driving licence and the top five [searches] were ads. So that was so helpful. Thank you @MartinSLewis.”
Another posted: “It would help if personalities and TV presenters like Lorraine and Eamon Holmes didn’t put themselves forward for advertising products. They may be legal but it does give confidence in the product.”
Good Morning Britain airs weekdays at 6am on ITV.