Wednesday, 8 December 2021

KFC’s Macmillan advert most complained about ad of 2017

KFC's Macmillan advert

LONDON: The ASA said that it received a total of 29,997 complaints from the public about ads in 2017. The ASA said that, while complaints were received about ads across a range of media, TV ads garnered the most complaints.

Of the ASA’s top 10 most complained about ads, the advertising regulator only upheld complaints against two of them: one against Dove and another against McDonald’s.

In this case the ASA rejected the complaints, ruling it was ‘unlikely’ the ad would cause distress or serious or widespread offence as there were no explicit references to animal slaughter.

In fact, the advertising watchdog did not uphold complaints – or did not carry out a formal investigation – for any of the ten of the ads which drew most complaints last year.

Kate Barker, director of brand at Macmillan Cancer Support, said: “We wanted our adverts to portray an authentic picture of life with cancer, which means showing both the highs and lows. Treatment and its side effects can often be gruelling, and we understand that this might be upsetting to see.

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