In the eye of the beholder: Six complained-about adverts experts don’t agree are offensive

3) Women kissing – 896 complaints

That a quick search for the advert doesn’t’t deliver results for footage says a lot about how people feel about it. Match.com is mostly known for its #LoveYourImperfections campaign – which saw it criticised for suggesting red hair and freckles made the list – but viewers can’t seem to stop getting annoyed at this one specific advert.

A woman gets home from work to her female partner, eventually leading to some kissing and the removal of a shirt. People thought it too sexually explicit, but ASA explained nothing was wrong with it given scheduling restrictions – the advert wasn’t going to feature at times children would be watching TV.

4) A dance-off – 530 complaints

Colin and Gary – and MoneySuperMarket – are back again. In fact, ASA revealed that in total, 2,491 complaints had been filed against the #epicdance adverts featured on the list. “Taking into account the fact some people may find the ad distasteful,” the ASA concluded, “we thought the majority of viewers would interpret the scenes as light-hearted.”

But the light-hearted intention of the advert failed to impress some viewers. It was suggested that Dave’s moves were distasteful and the dance-off in general gave off a homophobic feel, while potentially encouraging hate crimes.

https://www.youtube.com/watch?v=qdeB1eGK57o

5) Playing blind football – 450 complaints

The advert was originally shown in 2010, garnering over 1,000 complaints – it managed to find itself revived at the end of 2016. The complaints now, and then, are incredibly similar. First off, the advert suggests a man kicks a cat, mistaking it for a ball. Secondly, the players are all blind. The ASA said given its support from members of the England Blind Football Team, the majority of viewers would deem it humorous.

For some 450 people, however, the advert was offensive and obviously encouraged animal cruelty.

https://www.youtube.com/watch?v=DEmA_QF30GI

6) Gaz and Leccy – 253 complaints

Meet Gaz and Leccy, two freaky-looking cartoon characters who run amok in a house. OK, some scenes could arguably be protested – Leccy gets burnt in a toaster, hit with a spatula and cooked in a microwave – but one wouldn’t think it would make the top ten complained-about adverts list.

The watchdog explained despite unhappy parents claiming it too violent for kids, its cartoon nature reflected that the scenarios were surreal, and would inspire children to stay clears of danger at home.

https://www.youtube.com/watch?v=yG4pB_0ls90

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