Nationwide will call on police to help end the ‘spread of hate from behind a keyboard’ after the stars of their singing sisters telly advert were the subject of 'death threat' tweets.
Viewers claim to have been changing channels or muting their TVs when the ads starring musical comedy performers Flo & Jean appear on screens - but building society bosses have decided to step in and ‘call out persistent offenders’ to tackle the deluge of abuse the pair have suffered online.
"Social media has provided a great instant barometer of reaction - good and bad.
"The huge amount of likes and shares have been great.
"But then there are others who have chosen to post the most vile, abusive and misogynistic comments about the duo," said Sara Bennison, Nationwide’s Chief Marketing Officer.
"It is not just our Flo & Joan adverts that generate these comments, it is also our adverts that feature people of different colours, backgrounds and perceived sexuality, which attract the most criticism.
It is important to call out those persistent offenders who put out vile comments on a regular basis and who should really know better.
"That’s why it is important to call out those persistent offenders who put out vile comments on a regular basis and who should really know better."
The building society also revealed Nationwide is looking to work with London’s Met Police as well as advertising bodies such as ISBA to "look at the true scale of this worrying trend to spread hate from behind a keyboard and attempt to create a solution to tackle the issue".
"It’s one thing not to like an advert, another to threaten to kill the stars of it.
"Abuse is abuse and that’s never OK in our book."
The ads starring Flo & Joan - whose real names are Nicola and Rosie Dempsey - have been blasted as 'the most annoying ever' across social media, with some vile trolls taking their abuse to shameful lengths.
Featuring tunes 'Sisters', 'Crimbo Limbo' and 'Small, Small House' from the pair, one Twitter user even said they will set up a petition to have the talented duo removed from screens worldwide.