TV and cinema adverts for Cadbury’s Trident chewing gum were the second most complained about last year, with 519 objections.
Viewers complained of racial stereotyping and were backed by the ASA.
Kepak’s Rustlers burgers and chicken tikka naan took third spot in the list, with 219 complaints that their ads were sexist. Again, the ASA upheld the complaints – but only on the grounds that the ads had been scheduled around programmes likely to be seen by children.
A TV ad for Quorn, in which a girl threatened her brother with a fork, was the fifth most complained about. Some 181 viewer thought they portrayed violence irresponsibly, but the ASA disagreed.
Coca-Cola’s TV ad for its Oasis soft drink brand, which featured an attack by a crocodile on an unsuspecting wildebeest came sixth, with 180 complaints that it was distressing. The complaints were rejected.
Top of the pile was a Government anti-smoking ad that showed smokers caught on fishing hooks, with 774 complaints.
