Controversial Adverts 2

Oasis - Intended for a long run, viewers were supposed to be deciding the fate of Cactus Kid and his girlfriend via a tie-in website. However, 32 complaints to the ASA in 2008 were enough to nix the campaign. The watchdog upheld objections that the ads condoned teenage sex and suggested Oasis, made by Coca-Cola Great Britain, was a substitute for water. Coca-Cola told the ASA that the campaign was removed from reality, used edgy humour aimed at its target audience and was not intended to be offensive.

Heinz Deli Mayo - This advert depicted 'mum' as a Robert De Niro-type character. As the brand fell foul of Ofcom's guidelines relating to products that are high in fat, salt and sugar, it had an 'ex-kids' restriction meaning that it couldn't be shown in or around children's programming. But that didn't stop around 200 complaints from viewers who deemed the smacker between the two men offensive and inappropriate. After less than a week on air, Heinz withdrew the ad in June 2008.

Trident Chewing Gum - In 2007, 519 complaints were received about this 'mastication for de nation' advert. Those who objected said the ad played on a negative stereotype. It featured a minstrel-like man speaking in a faux Caribbean accent. The ASA decided the adverts did not incite racial discrimination but acknowledged that some viewers had been unintentionally offended.

Department Of Health - The 'get unhooked' advert, aimed at getting people to quit smoking, was 2007's most complained about TV commercial. It prompted 774 complaints due to the fish hook pulled through the cheek of the smokers portrayed on screen. Those who complained said the adverts were offensive, frightening and distressing. The ASA upheld some of the complaints.

MFI - Families feel so at home in the stores that they start having arguments. That was the thinking behind these commercials for the now-defunct furniture giant; it drew 217 objections in 2007. The ASA upheld complaints about one of the adverts because it showed a woman slapping her husband across the face for leaving a toilet seat up. It did so on the basis that the slap could be seen as condoning violence.