Bank seeks legal advice over advert

PUBLISHED : Wednesday, 21 September, 2011, 12:00am
UPDATED : Wednesday, 21 September, 2011, 12:00am

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Dah Sing Bank is consulting its lawyers over a full-page advertisement castigating the company that appeared in a local magazine.

The advert appears on the inside cover of the September edition of bc magazine, a local English-language arts and entertainment publication.

Under a large Dah Sing Bank logo, are the letters 'SUCX', made to look like smeared paint. The acronym stands for 'S*** Useless Customer Xperience,' the ad says.

Dah Sing Bank was seeking legal advice on possible action against the magazine's publisher, Carpe Diem Publications, said a bank spokeswoman. 'Definitely, to some extent, it has damaged our reputation,' she said. 'Frankly, we are shocked.'

Neither the advertisement's author nor the publisher could be reached for comment.