The company has taken the ad featuring a mother who accosts her teenage daughter for being out late, and put it in Spanish with subtitles. It opens with a board saying the furniture retailer has amended it because it was not to everyone's tastes.
The ads have now attracted more than 191 complaints from viewers who have taken offence at the overriding aggressive tone of the ads, and the ASA says formal investigations are under way.
The marketing industry has also been having its say. On Brand Republic the MFI ads have garnered particularly high interest , with more than 60 comments on the ad posted, and two forums on the subject have attracted 874 views.
The ads were created by M&C Saatchi and portray families acting out typical at home situations within MFI stores.
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