Watchdog reveals TV adverts bad-mouthed the most

A KENTUCKY Fried Chicken advert featuring call centre workers singing with their mouths full is the most complained-about UK campaign of all time, the official watchdog has revealed.

The 2005 TV ad drew a record 1,671 complaints, with the majority objecting that it could encourage bad manners among children, the Advertising Standards Authority (ASA) said. The complaints were all rejected, with the ASA ruling that although it was “not to everyone’s taste”, it was unlikely to change children’s behaviour or undermine parental authority.

The Auction World televAision shopping channel attracted 1,360 complaints in 2004, the second-highest amount ever, from viewers who objected to poor customer service, misleading guide prices and delivery delays.

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The ASA passed the complaints to Ofcom which issued a fine and revoked the channel’s broadcasting licence. The third most unpopular ad was for bookmaker Paddy Power in 2010 which drew 1,313 complaints for showing a cat being kicked across a pitch by a blind football player.

Viewers objected that the ad was offensive to blind people and could encourage animal cruelty but the ASA rejected the complaints on the grounds that it was unlikely to cause serious or widespread offence or condone cruelty.

The regulator has revealed the most unpopular ads to celebrate its 50-year anniversary.

An ad for the Christian party in 2009 carrying the strap line “There definitely is a God. So join the Christian Party and enjoy your life” drew 1,204 complaints that it was offensive to atheists and could not be substantiated.

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