The UK's most complained about ads
The most complained about poster of all time
When publishing its Annual Report, the ASA has, since 1995, always included a list of the ten ads that have generated the most complaints in that year. The list below brings together all the listings that have been produced in the past, to give an all-time definitive list of the ten ads that have generated the most complaints.
1. KFC Zinger Crunch Salad (2005)
1,671 complaints - Not upheld
Complaints were received that this TV ad, which showed call centre workers singing with their mouths full, was unpleasant to watch and could encourage bad manners amongst children. The ASA did not uphold the complaints, stating that the ad was unlikely to undermine table manners taught to children and that care had been taken to avoid the unsavoury sight of food in the women's mouths.
2. Auctionworld (2004)
1,360 complaints - licence revoked
Consistently poor customer service, misleading guide prices and delays in delivery of goods, resulted in a £450,000 fine for shopping channel Auctionworld and subsequent revocation of its licence to broadcast. In its ruling, Ofcom said that the grave breaches of the Code had led to demonstrable harm to consumers and prejudice to the teleshopping sector as a whole.
3. British Safety Council (1995)
1,192 complaints - upheld
Complainants objected that this leaflet, which featured the Pope wearing a hard hat with the strap line "The Eleventh Commandment: Thou shalt always wear a condom" was offensive, in particular to the Pope and Roman Catholics. They also objected that it undermined the teachings of the Catholic Church on contraception and ridiculed the Ten Commandments. Whilst noting that the leaflet was intended to raise awareness for National Condom Week and to promote safe sex, the ASA agreed with the objections and asked the advertisers to withdraw the leaflet immediately.
4. Yves St Laurent (2000)
971 complaints - upheld
Members of the public complained that this poster advertisement for Opium perfume was offensive, degrading to women and unsuitable in a public place. The ASA agreed that, as a poster, it was sexually suggestive and likely to cause serious or widespread offence and ordered that the posters be taken down. However, the Authority ruled that the same image was acceptable in newspapers and magazines.
5. Wrigley's Xcite Dog Breath (2003)
860 complaints - upheld
This TV ad showed a man waking up on his sofa surrounded by foodfrom the night before and clearly suffering from a heavy night out. He begins to retch and regurgitates a scruffy dog. The man eats some X-cite chewing gum which makes the dog disappear just before kissinghis girlfriend goodbye. A caption appears stating "Avoid dog breath".The ad was scheduled to appear when young children would not bewatching. However, even after it was restricted to transmission after9 pm complaints continued to be received in large numbers. Wrigley's withdrew the advertisement and Ofcom upheld the complaints.
6. Mr Kipling Mince Pies (2004)
806 complaints - upheld
This television ad showed a woman called Mary giving birth in what seemed to be a hospital but was later revealed to be a church hall. It became clear that what the astonished audience were watching was a Nativity where the central character was actually giving birth. Most complainants felt the ad mocked a holy event in the Christian calendar. Ofcom ruled that the ad breached the Code's rules on offence and welcomed the advertiser's decision to withdraw it.
7. Benetton (UK) Ltd (1991)
800 complaints - upheld
This poster ad showed an image of a crying newborn baby, its umbilical cord still attached, being held in surgical glove-covered hands.Many complaints came in to the ASA objecting to the stark nature of the ad. It upset many with its graphic depiction of the child and the unsettling effect it had on them. The ASA deemed the poster to be a poor reflection on the advertising industry and ordered the advertisers not to repeat the approach.
8. Department of Health (2007)
774 complaints - upheld
This visual multimedia ad campaign used the claim "Get unhooked" and images of people with fish hooks embedded in their faces. Those complaining to the ASA found the images offensive, frightening and distressing. Many of the complainants were concerned about the effect that the images had on children. We upheld the complaints that were directed at the poster images and the TV ads because we considered that they were likely to frighten and distress children. As an untargeted medium, we considered that the posters would easily be seen by children. Whilst we noted that a timing restriction had been placed on the TV ads so that they would not be shown around children's programming, we considered this restriction insufficient as it would prevent very young children from seeing the ad but not older children; 103 complainants had referred to children aged up to 12 years old who had been distressed by the TV ads.
However the complaints concerning the press, magazine and Internet ads were not upheld because we considered that they would be less likely to be seen by children.
9. Living TV (2005)
650 complaints - not upheld
Posters for the television series "The L Word" featured women wearing a pair of knickers with a slogan on it: "Girls Allowed."; "Wednesdays" or "hello girls". Complaints were received that the ads were offensive, degrading to women and unsuitable to be seen by children. We considered that the posters were not sexually explicit and accurately reflected the nature of the programme, which followed the lives and loves of a group of gay women. We did not, therefore, uphold the complaints.
10. Pot Noodle Horn (2005)
620 complaints - not upheld
Complaints that TV ads for Pot Noodle showing a man with a large brass horn in his trouser pocket and the strapline: "Have you got the Pot Noodle Horn?" were tasteless and offensive. The ASA ruled that the complaints should not be upheld because the ads were already subject to a post 9pm scheduling restriction and were not out of keeping with the content of TV programmes scheduled for that time.