MONEYSUPERMARKET’S twerking businessman Dave is top of pile when it comes to the most complained ads of 2017.
Stats from the Advertising Standards Agency (ASA) have revealed the ad featuring the man in denim shorts, high-heels and suit jacket in a dance-off with Colin the Builder received 455 complaints in the first six months of the year.
In second place with 293 complaints is dating website Match.com’s ad which features a lesbian couple kissing passionately.
McDonalds had the third-most number of complaints.
Some 255 viewers complained that its ad showing a young boy asking his mother what he had in common with his dead father was inappropriate.
The fast-food giant apologised and quickly removed the ad from air.
The ASA didn’t take action against any of the ads.
The most complained about ads of 2017 so far…
455 complaints – no additional investigation
Dave takes on Colin in ‘Epic Squads’ battle for MoneySuperMarket TV ad
The price comparison website’s “Epic Squads” ad sees Dave and a group of identically-clad men take on Colin and his builders mates in a dance off.
At the end a female supervisor appears, orders the men back to work and performs her own routine.
Complaints included that the ad was overtly sexual and homophobic and could encourage hate crimes.
But the ASA said that given the tone of the ad, it was unlikely to “provoke serious or widespread offence” or encourage discriminatory behaviour in real life.
This was the second-most complained about ad of 2016 with 898 complaints, with another Moneysupermarket ad – Gary the Bodyguard – taking top-spot with 1,063 complaints.
293 complaints – no additional investigation
The ad shows a woman getting home from work with her female partner who takes off her top and then passionately kisses her.
It was first shown in January 2016 and and then again in April and complaints centred on if the ad was sexually-explicit.
The ASA judged the ad would not cause serious or widespread offence and was satisfied with its broadcasting restriction that prevented it being shown around children’s programming.
255 complaints – no additional investigation
Complaints said it was insensitive for a youngster to be asking his mother what he had in common with his dead father because it used grief to sell fast-food.
Some also criticised that it was being aired around Father’s Day.
The ASA looked carefully to see if there was cause to launch an investigation but McDonald’s quickly removed the ad from air following the complaints.
The regulator will reveal the top 10 most complained about ads at the end of the year.
More on money
We pay for your stories! Do you have a story for The Sun Online Money team? Email us at firstname.lastname@example.org call 0207 78 24516