The Advertising Standards Authority (ASA) said in 2013 it received a total of 31,136 complaints, slightly down on the year before.
The most complained about ad was for VIP Electronic Cigarettes, which received 937 complaints for being degrading and sexist, and glamorising smoking.
1. VIP Cigarette "she wants you"
Number of complaints: 937
Upheld in part
2. Marmite (Unilever) "rehoming"
Number of complaints: 738 for trivialising the work of child and animal abuse services.
Not upheld
3. Flora (Unilever) "wrestlers"
Number of complaints: 513 for having irresponsible mild sexual references.
Not upheld
4. Home Office "go home or face arrest"
Number of complaints: 251 including concerns that it could incite racial hatred.
Upheld in part
5. Irn Bru (AG Barr) "mum"
Number of complaints: 223 for it being offensive, inappropriate, demeaning to women and not appropriate for children to see.
Not upheld
6. Bertolli (Unilever) "enjoy life"
Number of complaints: 201 for condoning sexual harassment and bullying.
Not upheld
7. Red Bull "Titanic"
Number of complaints: 179 for being offensive and inappropriate in light of the lives lost.
Not upheld
8. E45 cream (Reckitt Benckiser) "hooked"
Number of complaints: 167 for making light of, glamorising and normalising drug use.
Not upheld
9. Pussy Drinks
Number of complaints: 159 for being degrading to women and unsuitable for children.
Upheld in part
10. Cancer Research UK
Number of complaints: 154 for being offensive and unsuitable for children.
Not upheld
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