The Retail Motor Industry (RMI) has given its support to calls for a ban on the latest television ad campaign from Egg, the online financial services provider.

The Motor Vehicle Repairers Association (MVRA) has applied to Ofcom for the ad to be taken off air.

The ad sees a mechanic interviewed documentary style, defending his poor treatment of a customer and admitting to swindling them and claiming they should know more about the workings of a vehicle.

"Although we concede that the advert does not directly insult any specific existing business, we feel that the tone and portrayal of motor sector personnel perpetuates a negative image of the retail motor sector that is fundamentally untrue," says Matthew Carrington, RMI chief executive.

"The sector routinely delivers the highest levels of professionalism and customer care, and has worked hard for many years to eradicate the false image that this advert has revived."

Carrington suggests motor retailers can try to prevent any future use of this negative stereotype in Egg's advertising campaign by registering their dissatisfaction with Ofcom, or directly with Egg.

MVRA hope to receive a ruling from Ofcom in the next few weeks.