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In an email to the National Post, Podmore, a former town councillor, called Finley’s accusations “mindless” and insisted that his endorsement of the mayor was done in his capacity as a private citizen.

He said he had “in no way” broken any codes of conduct. “There are a small number of people (and not all residents) who are out to remove Mayor Price and will stop at nothing.”

The mayor, who took out the ad, confirmed that he and Podmore are friends and that he asked for Podmore’s endorsement.

As far as public relations goes, the guy’s gold

“As far as public relations goes, the guy’s gold,” Price said. “He’s just a legend around here.”

Price said critics were making a “mountain out of a molehill.” If the ad had mentioned Podmore’s role as town crier or if Podmore had stepped out in his uniform and issued a public cry in support of Price, that’d be a different story — but none of that has happened, he said.

“There’s a couple of fringe groups in Sidney who obviously want to oust me.”

Finley, who describes himself as an independent ecologist, has now taken his complaint to the highest authority he can — the UK-based Ancient & Honourable Guild of Town Criers, which purports to be the largest and oldest organization representing town criers around the world. Calling Podmore’s alleged ethics breach an “affront to common decency,” Finley has asked that the guild remove Podmore from its ranks.

The Ancient & Honourable Guild of Town Criers did not respond to the Post’s request for comment about the ad. It is not clear what action if any they could take; Podmore told the Post he is not a member of that guild or any others.