HOWZAT

TOP TEN MOST COMPLAINED ABOUT ADS OF 2007

1. Department of Health: 774 complaints. Upheld

Fish hooks in people’s mouths for anti-smoking ad were “offensive, frightening and distressing” complainants said. Posters likely to upset children, ASA ruled.

2. Cadbury Trebor Bassett: 519 complaints. Upheld.

TV and cinema campaign for Trident chewing gum. Viewers complained that the adverts were offensive and racist as they showed offensive stereotypes and ridiculed black or Caribbean people and their culture. “Unintentionally, caused deep offence”.

3. Kepak UK: 219 complaints. Upheld.

Two TV commercials for Rustlers burgers and chicken tikka naan attracted complaints that they were offensive, sexist, demeaning to women and carried undertones of sexual abuse. “Likely to be watched by a high proportion of children.”

4. MFI Retail: 217 complaints. Upheld.

Heated domestic arguments between various family members that turn out to be within the kitchen, bathroom and bedroom showrooms of an MFI store. “Likely to cause serious or widespread offence and could be seen to condone violence.”

5. Marlow Foods: 181 complaints. Not upheld.

Teenage daughter in Quorn advert turns to brother with clenched teeth and a fork in her hand. “Touch my food; feel my fork”. Complainants saw this action as a threat of violence.

6. Coca-Cola GB: 180 complaints. Not upheld.

A vicious attack by a crocodile on a wildebeest depicted the violent death of an animal in a trivial way, said complainants over Oasis drink ad.

7. British Heart Foundation: 122 complaints. Not upheld.

Complainants objected that the nudity in the advert was offensive and gratuitous and irrelevant to the advertised product. However “the man’s genitals were covered and the nudity not explicit”.

8. John Wyeth & Brother Ltd: 109 complaints. Not upheld.

Viewers claimed that the advert was misleading and harmful because it did not make sufficiently clear it was advertising follow-on formula for babies over six months old and because it might discourage mothers from breastfeeding.

9. People for the Ethical Treatment of Animals PETA: 68 complaints. Not upheld.

Poster stated “Feeding kids meat is child abuse”. Complainants objected that was irresponsible because it encouraged parents to withdraw meat from their children’s diet without replacing the nutrients it provides and trivialised child abuse.

10. The Sun: 56 complaints. Not upheld.

Complainants objected to naked flesh in newspaper advert showing a woman with two enlarged ten pence pieces covering each breast. ASA ruled that it was no different to a bikini ad and not overtly sexual.

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