Walkers crisps ad banned because competition it promotes is 'virtually impossible to win'

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There aren't many that wouldn't trust the cheeky grin of Gary Lineker. Well, maybe when he has his trousers on at least.

Gary Lineker in his underwear on Match of the Day set
Gary Lineker vowed to present Match of the Day in his underwear if underdogs Leicester City won the Premier League - they did (Guy Levy/BBC/PA)

However some fans of Walkers crisps have been feeling slightly cheated by Lineker's Cheshire cat impression due to a competition he helped promote.

Walkers' "Spell and Go" promotion received more than 100 complaints after consumers said it was virtually impossible to win.

The promotion invited participants to collect letters by posting codes from crisp packets to spell out the names of one of 26 possible destinations - all for the chance to win one of 20,000 holidays.

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

Customers complained that it seemed impossible to find the letters C, D or K, at least one of which is needed to complete the names of all of the locations. Many took to social media to voice their disappointment.

https://twitter.com/TheRanter2012/status/759423535714557952

https://twitter.com/ninnysboat/status/760434155020754944

https://twitter.com/sloutro/status/751372360104706048

https://twitter.com/missAmylove88/status/756426354468487168

The advert has now been banned by the Advertising Standards Authority (ASA) after it officially concluded the competition withheld certain letters which were needed to spell out the destinations.

The ASA said the mechanism with which letters were distributed was "misleading and likely to cause unnecessary disappointment to consumers".

Beth Benner, 23, from Mountsorel, Leicestershire, holding a crisp
In 2008 Beth Benner from Mountsorel found a crisp that looks like Gary Lineker, apparently (Leicester Mercury/PA)

Walkers has defended the promotion, stating that the letters C,D and K were "type 1 letters" and that they had ensured enough of these were released to amount to the 20,000 holidays promised.

Of the 20,000 holidays promised in the ad, only 796 were claimed from the competition.

https://twitter.com/Clurrrrrr/status/765790179370164224

https://twitter.com/matfen_magic/status/765801285350223872

Since the competition was dropped, fans have taken again to social media. Some have been understanding of the company though.

https://twitter.com/bristolclimber/status/765795419825790976

While others let their puns run riot.

https://twitter.com/malcolm2607/status/765799381182349312

And some had more important questions...

https://twitter.com/George30August/status/765783348375609344