ASA proclaims 2017's most complained adverts

I had noticed on The Guardian the other day that and spotted that the Advertising Standards Authority have put MoneySupermarket on its ‘most complained’ adverts listing for 2017. Not that I’m too surprised by its inclusion, some people have had issue with the ad’s sexual undertones. Not only that but some of the complaints seem to have people concerned about the ad being suggestively homophobic and could incite hate crimes. The ad has received a total of 455 complaints. A high number in certain respects but not nearly enough to have the advert banned outrightly. Here’s the advert in question, if you haven’t seen it (Sidenote: How has anyone in UK not seen this ad? Seriously).

Okay now I’m going to diverge a little, I get why people may find this ad suggestive and offensive in certain ways, but to be honest I can’t see what the harm is? As someone who has slipped into a pair of heels more than once, I don’t find the ad above offensive. On the contrary, I thought it was bat-crazy and fun to watch. It’s also one of those ads that just sticks in peoples’ brains. That when you know you’ve made an advert that has maximum impact. That’s what all advertisers and brands want. Sure some people will be more sensitive than others, but I don’t think the ad was made to be ‘snowflake-proof’. Nor do I believe the ad was deliberating trying to instigate hate crimes and come across as homophobic. The advert is hilariously bizarre and I don’t think there’s any harm in its provocativeness. Hell if anything I think the ad should encourage all men to try walking in heels at least once. Seriously though guys, it ain’t easy. They will tone your calfs right up and make you appreciate what women have to go through all the time.

Anywho, also on the list is’s steamy ad of a woman taking off her lover’s top racked up 293 complaints, while McDonald’s advert of a bereaved family in one of their chain stores clocked 255 complaints. They withdrew the ad campaign after receiving poor feedback.

All three ads, including other TV adverts that folks complained about, brought the total of TV-related complaints to 5,172 so far. Online ads received 4,062.

It’s also worth pointing out that ASA’s cheif executive Guy Parker pointed out: “We’re spending more time online, but the mass audience of TV ads means they continue to generate the most complaints.”

Meaning that despite our online obsession, TV continues to be the dominant media platform. Not that I’m surprised really, I mean you can never underestimate the power of TV.

Written by: JR

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