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Call comes after outlets including Mail Online ran promotions announcing his death

Martin Lewis has said publishers should take more responsibility for adverts on their sites after prominent outlets including Mail Online ran promotions announcing his death featuring a mock-up of his bloodied face.

The adverts featuring Lewis, who is behind the website moneysavingexpert, presented themselves as breaking news alerts and were badged with the logos of mainstream news outlets such as the Mirror and the London Evening Standard to add credibility. In recent days they have appeared in prominent positions on the homepage of Mail Online, linking to scams including opportunities to buy Bitcoin or referrals to other online shopping sites. They have also been spotted on stories published by the Independent.

Related: The Money Saving Expert: how Martin Lewis became the most trusted man in Britain

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