But while complaints rose 10.8%, the total number of ads complained about only rose by 2.8%. Some 13.5% of the complaints received were upheld, compared with 11.2% the year before, according to the ASA's annual report.
The British Heart Foundation press ad by Abbott Mead Vickers BBDO, featuring a woman with a plastic bag over her head, was the most complained-about non-broadcast ad of 2002, with 315 complaints upheld.
Pot Noodle's 'Slag of all snacks' campaign by HHCL and Partners, which was also the most complained-about broadcast ad to the ITC, received the second-most complaints.
Of the top ten, three were judged not to be in breach of the Code of Practice: a McDonald's ad claiming that 40,312 combinations could be made from its McChoice menu; a BBC ad featuring four nude men; and a Unilever Bestfoods poster for Lipton Ice Tea referring to orgasms.
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