A survey shows that 19% of people had taken offence at an advertisement and almost one third of the respondents said that they had seen advertising that they considered would be offensive to others, with that figure rising to 48% for people aged 15 to 24.
The survey, carried about by BMRB for the Advertising Standards Authority, found that of the 2,000 people it asked, 86% of adults agreed that when buying a particular type of newspaper or magazine, adults should know the type of advertising to expect inside.
Other findings included the fact that issues relating to children, particularly the portrayal of children in a sexualised manner, have the greatest potential to cause offence. A vast majority -- 79% -- said that if an ad does cause serious or widespread offence it should be banned.
Christopher Graham, director general of the ASA, said: "This research conforms that there is broad support for the ASA's approach to serious offence in advertising. But advertisers must heed the warnings that the UK public has given them. While some of society's attitudes have changed over the years, portraying children in a sexual way is unacceptable and will not be tolerated in non-broadcast advertising."
Last year, the ASA ruled against Accurist Watches over an ad it claimed portrayed a young girl in a "suggestive, sexual way".
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .