PREVIEW: Joe Lycett's Got Your Back, Channel 4

Comedian Joe Lycett returns to fight for the consumer rights of the British public, as he takes on big brands, dodgy scammers and rogue traders in this brand-new series.

With the help of his assistant Mark Silcox, a weekly studio guest and celebrity cameos, Joe campaigns on behalf of viewers who come up against red tape, get caught out by small print and are bullied by big businesses.

Joe scores victories for consumers everywhere as he goes up against major international companies to make their packaging environmentally friendly, launches a massive campaign to back British wool, takes on dodgy puppy dealers, hits back against the nation's worst bosses and takes up the fight against corporate giants.

And on top of all that, each week Joe gets behind the Customer Service desk as he tackles viewers' consumer problems, no matter how big or small. In this first episode, celebrity guest AJ Odudu shares her tips for how to be a good complainer and helps Joe as he takes on the massive issue of plastic waste as he cancels himself on live TV, all in the name of better recycling, and scores a massive consumer victory.

Mark Silcox pits Coke against Pepsi in the ultimate scientific test and comedian Sophie Duker investigates rat-run traffic fines.

Joe Lycett's Got Your Back returns Thursday 19th August at 8pm on Channel 4.