By Janine Perrett 

Laugh Out Loud. That's what I did when I read this headline in the Sydney Morning Herald this morning - "CBA wants to be the ethical bank".

You really have to wonder about their huge highly paid PR team.

This is the bank that gave us the original and biggest financial planning scandal, covered it up and was only exposed after a whistleblower went to the media which led to damning findings from a Senate investigative committee

This was not ten years ago, but a mere two years ago.

Then, having been forced to finally address the issue and pay compensation to the victims, we hear allegations to another Senate inquiry from yet another whisteblower that CBA is deliberately stalling to avoid their commitments.

And that revelation was only last month.

So much for all their public contrition and PR spin.

But wait there is more. 

Only last week another Senate committee inquiry heard yet more damaging allegations about inappropriate behaviour from a bank over impairment loans, you guessed it CBA front and centre again.

Now to be fair these allegations date back to the Bank West takeover after the GFC in 2008 but on the other hand it indicates there appears to be an entrenched culture of unethical behaviour at senior levels at this bank.

So for CEO Ian Narev to blithely announce in a speech this week that CBA wants to be known as the most ethical bank shows a continuing lack of self-awareness.

You don't just announce you want that title like winning Bank Of The Year. To change a corporate culture takes many years and more than wishes and PR spin.

And the fact the speech indicated they want to do this because they are facing stiff competition and it would set them apart is really stupid.

Message to Mr Narev and his speech-writer: you already stand apart for your ethics - your questionable ones in the past.

So you might want to start looking at what an ethical bank actually looks like.

Surely there must be some out there, and I wouldn't start with Macquarie.