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Top 10 most controversial ads Top 10 most controversial ads
(20 minutes later)
The "Get unhooked" advert aimed at getting people to quit smoking was the most complained about advert last year.The "Get unhooked" advert aimed at getting people to quit smoking was the most complained about advert last year.
The Department of Health advert prompted 774 complaints to the Advertising Standards Authority (ASA).The Department of Health advert prompted 774 complaints to the Advertising Standards Authority (ASA).
The number of adverts complained about in 2007 was the highest ever at 14,080 and key grievances were violence and misleading claims about being green.The number of adverts complained about in 2007 was the highest ever at 14,080 and key grievances were violence and misleading claims about being green.
But 2,458 adverts were changed or withdrawn following action by the ASA, it said in its annual report.But 2,458 adverts were changed or withdrawn following action by the ASA, it said in its annual report.
So here are the top 10 adverts of 2007, measured by volume of complaints:So here are the top 10 adverts of 2007, measured by volume of complaints:
1. DEPARTMENT OF HEALTH - 774 COMPLAINTS1. DEPARTMENT OF HEALTH - 774 COMPLAINTS
The controversial ad which could 'frighten and distress youngsters'The controversial ad which could 'frighten and distress youngsters'
As part of the NHS's anti-smoking drive, this television, press, internet and poster ad campaign showed smokers having a fish hook pulled through their cheek, representing their craving for cigarettes.As part of the NHS's anti-smoking drive, this television, press, internet and poster ad campaign showed smokers having a fish hook pulled through their cheek, representing their craving for cigarettes.
Many of those who complained said the adverts were offensive, frightening and distressing. The largest group of complaints related to the poster ads and the effect they could have on children.Many of those who complained said the adverts were offensive, frightening and distressing. The largest group of complaints related to the poster ads and the effect they could have on children.
The ASA found the adverts were unlikely to cause serious offence or distress to adult viewers.The ASA found the adverts were unlikely to cause serious offence or distress to adult viewers.
But despite an "ex-kids restriction" - which stops adverts being shown during or around programming aimed at children - two of the television adverts and the poster ads were found to have the potential to frighten and distress youngsters.But despite an "ex-kids restriction" - which stops adverts being shown during or around programming aimed at children - two of the television adverts and the poster ads were found to have the potential to frighten and distress youngsters.
Complaints upheldComplaints upheld
2. TRIDENT GUM - 519 COMPLAINTS2. TRIDENT GUM - 519 COMPLAINTS
Gum ads 'played on stereotypes' Gum ads 'played on stereotypes'
These adverts showed people speaking in Caribbean accents while extolling the virtues of the new gum from Cadbury's and drew complaints that they were offensive and racist.These adverts showed people speaking in Caribbean accents while extolling the virtues of the new gum from Cadbury's and drew complaints that they were offensive and racist.
People argued the ads - shown on television and in cinemas - showed stereotypes that ridiculed black or Caribbean people and their culture.People argued the ads - shown on television and in cinemas - showed stereotypes that ridiculed black or Caribbean people and their culture.
The ASA decided the adverts did not incite racial discrimination but acknowledged that a significant minority of viewers had been unintentionally offended.The ASA decided the adverts did not incite racial discrimination but acknowledged that a significant minority of viewers had been unintentionally offended.
Complaints upheldComplaints upheld
3. RUSTLERS - 219 COMPLAINTS3. RUSTLERS - 219 COMPLAINTS
Television adverts for Rustlers drew ire from viewers who thought they were sexist and demeaning to women.Television adverts for Rustlers drew ire from viewers who thought they were sexist and demeaning to women.
The adverts for the microwaveable burgers showed a man and a woman arriving at the man's flat, with the woman agreeing to having a coffee while sitting on a sofa.The adverts for the microwaveable burgers showed a man and a woman arriving at the man's flat, with the woman agreeing to having a coffee while sitting on a sofa.
The man then punches into a microwave style keypad which sets the sofa rotating, soon revealing the woman wearing just underwear.The man then punches into a microwave style keypad which sets the sofa rotating, soon revealing the woman wearing just underwear.
The humour in the ads would be unlikely to cause serious or widespread offence the ASA ruled. But it had an ex-kids restriction and was shown during Bugsy Malone, a film that would appeal to children, so complaints about scheduling were upheld.The humour in the ads would be unlikely to cause serious or widespread offence the ASA ruled. But it had an ex-kids restriction and was shown during Bugsy Malone, a film that would appeal to children, so complaints about scheduling were upheld.
Some complaints upheldSome complaints upheld
4. MFI - 217 COMPLAINTS4. MFI - 217 COMPLAINTS
Furniture giant MFI ran adverts showing couples having arguments that transpired to be within stores.Furniture giant MFI ran adverts showing couples having arguments that transpired to be within stores.
The campaign had an ex-kids restriction, but viewers still felt they were shocking and disturbing and suggested arguments were part of ordinary home life.The campaign had an ex-kids restriction, but viewers still felt they were shocking and disturbing and suggested arguments were part of ordinary home life.
The ASA upheld complaints about one of the adverts, which showed a woman slapping her husband across the face for leaving a toilet seat up.The ASA upheld complaints about one of the adverts, which showed a woman slapping her husband across the face for leaving a toilet seat up.
It did so on the basis that it could cause offence and be seen to be condoning violence.It did so on the basis that it could cause offence and be seen to be condoning violence.
Complaints upheldComplaints upheld
5. QUORN - 181 COMPLAINTS5. QUORN - 181 COMPLAINTS
A campaign on behalf of Marlow foods for their Quorn meat substitute showed a family meal, with the daughter objecting to the eating of Quorn on the basis that it was "her thing".A campaign on behalf of Marlow foods for their Quorn meat substitute showed a family meal, with the daughter objecting to the eating of Quorn on the basis that it was "her thing".
She brandishes a fork and threatens her brother with the words "touch my food - feel my fork".She brandishes a fork and threatens her brother with the words "touch my food - feel my fork".
Complainants said this was a depiction of a threat of violence and was therefore irresponsible and condoning bullying.Complainants said this was a depiction of a threat of violence and was therefore irresponsible and condoning bullying.
Feeling that the adverts were a light-hearted portrayal of family life, the ASA said it felt it was unlikely to encourage children to copy it, or cause harm to children or seriously offend.Feeling that the adverts were a light-hearted portrayal of family life, the ASA said it felt it was unlikely to encourage children to copy it, or cause harm to children or seriously offend.
Complaints not upheldComplaints not upheld
6. COCA COLA GREAT BRITAIN - 180 COMPLAINTS6. COCA COLA GREAT BRITAIN - 180 COMPLAINTS
A vicious attack by a crocodile on an unlucky wildebeest featured in this television advert for soft drink Oasis.A vicious attack by a crocodile on an unlucky wildebeest featured in this television advert for soft drink Oasis.
Those who complained found it distressing because it trivialised the violent death of an animal. Others also said their children had been frightened by it.Those who complained found it distressing because it trivialised the violent death of an animal. Others also said their children had been frightened by it.
The ASA concluded the advert was likely to be seen as a light-hearted spoof and there were no graphic images of the animal being struck or bitten.The ASA concluded the advert was likely to be seen as a light-hearted spoof and there were no graphic images of the animal being struck or bitten.
It also decided the fact that it was only cleared for broadcast after 1930 ensured that it would not be seen by children unsupervised.It also decided the fact that it was only cleared for broadcast after 1930 ensured that it would not be seen by children unsupervised.
Complaints not upheldComplaints not upheld
7. BRITISH HEART FOUNDATION - 122 COMPLAINTS Heart charity anger over poster 7. BRITISH HEART FOUNDATION - 122 COMPLAINTS Heart charity anger over poster
A man naked except for a swimming hat and goggles featured in this poster and national press advert. He was cuddling a woman in a swimsuit on a beach.A man naked except for a swimming hat and goggles featured in this poster and national press advert. He was cuddling a woman in a swimsuit on a beach.
Those who complained objected to the nudity, saying it was gratuitous and irrelevant to the product.Those who complained objected to the nudity, saying it was gratuitous and irrelevant to the product.
Several people also complained that the posters had been placed near to schools in some areas.Several people also complained that the posters had been placed near to schools in some areas.
The ASA decided the nudity in the ad was not explicit as the men's genitals were covered and it would not cause serious offence.The ASA decided the nudity in the ad was not explicit as the men's genitals were covered and it would not cause serious offence.
Complaints not upheldComplaints not upheld
8. JOHN WYETH & BROTHER LTD - SMA NUTRITION - 109 COMPLAINTS8. JOHN WYETH & BROTHER LTD - SMA NUTRITION - 109 COMPLAINTS
This television advert showed a dad falling asleep next to a boiling kettle and a tin of formula. The on-screen text stated: "Progress is a follow-on formula. Not intended to replace breastfeeding."This television advert showed a dad falling asleep next to a boiling kettle and a tin of formula. The on-screen text stated: "Progress is a follow-on formula. Not intended to replace breastfeeding."
It annoyed some who argued that it was misleading and harmful because it didn't make clear it was advertising formula for babies over six months of age.It annoyed some who argued that it was misleading and harmful because it didn't make clear it was advertising formula for babies over six months of age.
Some also argued that it might discourage mothers from breastfeeding.Some also argued that it might discourage mothers from breastfeeding.
The ASA concluded that as a whole the advert made it sufficiently clear it was a formula for babies over six months. It also decided it would not discourage breastfeeding among mothers.The ASA concluded that as a whole the advert made it sufficiently clear it was a formula for babies over six months. It also decided it would not discourage breastfeeding among mothers.
Complaint not upheldComplaint not upheld
9. PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS (PETA) - 68 COMPLAINTS Abuse 'not trivialised' by advert 9. PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS (PETA) - 68 COMPLAINTS Abuse 'not trivialised' by advert
"Feeding kids meat is child abuse," stated the poster in question and featured a close-up image of a child eating a burger."Feeding kids meat is child abuse," stated the poster in question and featured a close-up image of a child eating a burger.
Complaints argued it was irresponsible as it encourage parents to withdraw meat from their child's diet without replacing the nutrients it provides.Complaints argued it was irresponsible as it encourage parents to withdraw meat from their child's diet without replacing the nutrients it provides.
People also complained that it trivialised child abuse, was offensive and distressing to parents who fed their children meat and misleadingly implied that eating meat could lead to obesity.People also complained that it trivialised child abuse, was offensive and distressing to parents who fed their children meat and misleadingly implied that eating meat could lead to obesity.
The message was "anti-meat" said the ASA, but parents were likely to understand that if you withdraw a food from a child's diet the nutrients that food provides should be replaced.The message was "anti-meat" said the ASA, but parents were likely to understand that if you withdraw a food from a child's diet the nutrients that food provides should be replaced.
It accepted some might find the wording of the ad inappropriate but decided it did not trivialise child abuse or mislead consumers.It accepted some might find the wording of the ad inappropriate but decided it did not trivialise child abuse or mislead consumers.
Complaint not upheldComplaint not upheld
10. NEWS GROUP NEWSPAPERS LTD - THE SUN - 56 COMPLAINTS10. NEWS GROUP NEWSPAPERS LTD - THE SUN - 56 COMPLAINTS
It featured the naked top half of a woman with an enlarged 10 pence piece covering each breast and appeared on the side of buses.It featured the naked top half of a woman with an enlarged 10 pence piece covering each breast and appeared on the side of buses.
People complained the advert portrayed women as sexual objects, was pornographic and appeared on buses where children could view it.People complained the advert portrayed women as sexual objects, was pornographic and appeared on buses where children could view it.
The ASA decided the ad was not overtly sexual in nature and the amount of flesh revealed was no different to that in a bikini.The ASA decided the ad was not overtly sexual in nature and the amount of flesh revealed was no different to that in a bikini.
While it agreed the ad would be distasteful to some, it could not be argued to be pornographic and wasn't likely to cause serious or widespread offence.While it agreed the ad would be distasteful to some, it could not be argued to be pornographic and wasn't likely to cause serious or widespread offence.
Complaint not upheldComplaint not upheld


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Add your comments on this story, using the form below.Add your comments on this story, using the form below.
Advertising in the UK is envied the world over for its ingenuity, imagination and often fantastic humour - all of which are demonstrated in this Top 10. Added together, this exercise proves conclusively that 2445 UK residents desperately need to find something purposeful to do with their time. My advice to them all would be to steer well clear of comedy writing and maybe consider switching the TV off once in a while.Steve Shields, Hong Kong
Well after reading this I have concluded that there's not much point in having ASA. As far as I'm concerned all of these complaints should have seen the adverts banned, as should all adverts of female hygiene products. How standards have slipped with the passage of time. Bring back Mary Whitehouse, I say.Anne Porter, Belfast
It's amazing what people will be offended by these days. I'm sorry, but if you're the type of person to become distressed by the domestic rows portrayed in the MFI adverts, or the sibling rivalry in the Quorn one, then you may as well wrap yourself up in cotton wool, and hide in a box for the rest of eternity. Am I the only person who found the NHS advert quite effective? And why is it such a bad thing that an anti-smoking advertisement has the potential to frighten children? Isn't that an effective point to make?Manus McGonigle, York, UK
It's amazing that so many people have the time to worry about the content of adverts and how it MIGHT affect others, especially children. To reveal the tacit suggestions about violence, diet etc. that some adverts are claimed to contain require some extraordinary leaps of the imagination. As always, if you don't like it, don't watch it.Steve, London
What about that disgusting ad (that always seems to appear when I'm eating my dinner) - with that irritating little boy who's just done something smelly in the loo and says "It's all gone...". Condescending Mummy then brings him air freshener or loo roll or whatever the product is that's being advertised. It proves the ad doesn't work, as I can't even remember what it's for - I just find it revolting and tasteless, and turn over as soon as it comes on.EB, UK
I'd love to know how many kids were discouraged from taking up smoking by the NHS "fish-hook" campaign. When it comes to matters like smoking or drink-driving, shock tactics are frequently the most effective at getting the message across.
744 complainants versus millions of pounds saved by the country on smoking-related NHS treatments? I know what I'd choose.Tom Bates, London
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