Welcome to our online complaints form.
Please check what types of ads we regulate before submitting your complaint online.
This form will ask you for information about the ad you’re complaining about, such as the name of the company or organisation; the product or service being advertised and where you saw it. If you have a copy of the ad, please have it ready to attach to the form.
Providing us with as much information as possible will help us handle your complaint quicker.
If you wish to complain in writing, our postal address and fax number are available on the Contact us section.
Please read if you're complaining about Moneysupermarket.com.
We have referred complaints about this advertisement to the ASA Council. After careful consideration, the Council has decided that no further action should be taken.
Please see below for more information on our process and decision.
Complaints considered by ASA
Complainants have told us that they found the ad, which features groups of men in a dance-off, offensive and overly sexual, homophobic and irrelevant to the advertised service.
Complainants also thought the ad was inappropriate for children and should not be scheduled around programmes that could be seen by them.
The advertising rules
The Code states that “advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards.”
You might be interested to read this article which sets out the rules and explains when we’re able to intervene in matters relating to offence
Our Council did not think that the ad was likely to cause serious or widespread offence, harm to children or be seen as condoning or encouraging harmful discriminatory behaviour like homophobia for the following reasons:
- Council acknowledged that some viewers had found the dance moves shown to be distasteful and the general theme to be irrelevant to the service.
- Although they understood that not all would appreciate the advertisement’s attempt at humour, they considered that viewers generally were likely to interpret the message of the ad as light-hearted, rather than as a portrayal of gratuitously offensive behaviour.
- They determined that the dance moves were not overly explicit or likely to be perceived as overtly sexual.
Although you’re welcome to register your comments about this ad, we will not be responding to individual complaints at this time.