The ads, through Publicis, feature an old woman eating a packet of Jaffa
Cakes while her husband repeatedly asks where his false teeth are.
The teeth are in the goldfish tank and the woman smiles to herself, happily eating her Jaffa Cakes as her husband looks for his teeth.
Elizabeth Rimmer, executive director at Alzheimer's Disease International, said the ads work against its mission to raise awareness of Alzheimer's, by making fun of forgetfulness. Rimmer is to write to McVitie's chairman and chief executive Malcolm Ritchie to complain.
McVitie's expressed surprise at the charity's reaction. A spokeswoman said: "The ad is not about memory loss. It's about old people being fun and mischievous."
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