Most complained about advert of 2016 revealed

More than 1,000 Brits found the advert 'overtly sexual'

Most offensive advert of 2016 revealed


Moneysupermarket's body popping bouncer Gary was at the centre of the most complained about ad of the year.

The hip-hop bodyguard's fluid dance moves offended more than 1,000 Brits who found them "overtly sexual" and unsuitable viewing for children.

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And Moneysupermarket's range of "epic" commercials took three of the top five places in a 2016 compiled by the Advertising Standards Authority (ASA).

For its twerking businessmen in tight shorts and killer heels who featured in a team dance off with a group of burly builders came second with 898 complaints.

And the price comparison site's solo twerker Dave who wore skyscraper heels and skimpy shorts to face off chunky labourer Colin in another ad, managed fourth with 530 complaints.

Credits: MoneySuperMarket

MoneySuperMarket

The "strutters versus builders" commercials were deemed too sexual, distasteful and homophobic by viewers who moaned in their droves - but the ASA kicked out the complaints.

It ruled most viewers would see them as "light hearted and humorous" and unlikely to provoke hate crimes.

A Paddy Power ad featuring blind footballers who alluded to kicking a cat that made its way on to the pitch brought in 450 complaints from viewers who felt it was either offensive to blind people or could encourage animal cruelty.

Credits: Internet Unknown

Internet Unknown

The ASA noted the ad featured and was supported by the England Blind Football Team and said it was not humiliating to the blind.

Also in the top ten was an ad for Maltesers which centred on a woman in a wheelchair discussing her new boyfriend with two pals while enjoying the choc treats.

Credits: Handout

Handout

She spoke of how her disability led to a spasm during a romantic tryst which her boyfriend mis-read.

Although 151 viewers found it offensive, the ASA said it was screened after the 9pm watershed and was more likely to champion disability than mock it.

Ads from the Home Office, Match.com and Smart Energy featuring animated characters Gaz and Leccy in Tom and Jerry style escapades were also a turn-off for viewers but were given the all clear by the ASA.

ASA chief executive Guy Parker said: "The ads that attract the highest number of complaints are often not the ones that need banning.

"Our action leads to thousands of ads being amended or withdrawn each year, mostly for being misleading, but there wasn't one misleading ad in the top ten."


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