Today 404 complaints have been received. At the last count complaints had risen to 283 people complaining about the perceived racial stereotyping of Caribbean people in the ad campaign.
The ads, created by JWT, depict a young black dub poet and also a Women's Institute member and budgie enthusiast, both white, talking in a West Indian accent about the chewing gum.
However, accusations of racism are not the only ones being levelled at the Cadbury chewing gum brand.
An ASA spokesman confirmed that all complaints had referred to these three TV ads and a significant number had addressed the brand name, Trident, and the poor taste of the ads in relation to the Metropolitan police operation that tackles gun crime amongst young black Londoners.
The ASA has launched a formal investigation and hope to rule on this ad as soon as possible.