According to the watchdog's annual report, advertising for Auctionworld was the most complained about broadcast campaign with 1,360 complaints for misleading guide prices, delivery delays and poor customer service. The shopping channel has since folded after being fined and having its licence revoked by Ofcom.
Mr Kipling came second in the list with 806 complaints for its controversial Saatchi & Saatchi spot featuring a church hall nativity play, complete with a real-life birth scene, to promote mince pies.
The complaints, largely made on religious grounds, were upheld, the ad was subsequently withdrawn and Saatchi & Saatchi later lost the account to WCRS.
Decisions on the entire top 10 were made by Ofcom, which handled broadcast advertising regulation before contracting it out last October to the ASA, which already handles non-broadcasting advertising complaints.
The only other advertisements in the broadcast top 10 where the complaints were upheld were a spot for Land Rover's Freelander Sport, which was accused of glamorising guns; and a creative featuring a gremlin for the COI's Adult Basic Skills campaign. Parents were concerned this could scare children.
Among those where complaints were not upheld were spots for Walls Sausages, which featured a dog coming off worse in fight with a man over a plate of sausages, and the British Heart Foundation's creative featuring cigarettes secreting fat.
This latest annual report also reveals a decline in non-broadcast complaints by 10.9% to 12,711 and the number of ads complained about also fell, by 6.2% to 10,062.
The most complained about non-broadcast advertisement was a press and poster campaign for Channel 4 programme 'Shameless', which was accused of mocking Christianity by featuring the show's characters in a pastiche of Leonardo Da Vinci's Last Supper painting.
ASA chairman Lord Borrie is particularly keen to promote the high number of cases that were solved informally, which for the first time overtook resolutions through its formal investigation process.
He said: "The ASA has found itself well and truly under the microscope with Ofcom, parliament, advertisers and consumers all watching to see how the one-stop shop performs. The ASA will be no less robust or independent in its broadcast decisions. The advertising industry's need for social responsibility has been heightened, not lessened by the extension of self-regulatory control."
Top 10 most complained about broadcast ads
1. Auctionworld, 1,360 complaints
2. Mr Kipling, nativity birth, 806 complaints
3. Virgin Mobile, helpful toilet attendant, 459 complaints
4. Land Rover, gun wielding woman, 361 complaints
5. Trojan Condoms, simulated orgasm, 317 complaints
6. Walls Sausages, dog fight, 174 complaints
7. Muller Rice, budgie sandwich, 142 complaints.
8. British Heart Foundation, fat cigarettes, 92 complaints
9. Adult Basic Skills, qualifications gremlin, 89 complaints
10. Teacher Training Agency, headless figures, 83 complaints.
Top 10 most complained about non-broadcast ads
1. Channel 4, 'Shameless', 264 complaints
2. Schering Health Care, morning-after pill, 182 complaints
3. Channel 4, Royal Mail expose, 162 complaints
4. The Newspaper Marketing Agency, stiletto, 81 complaints
5. Armani Junior, topless child, 74 complaints
6. Entertainment film Distributors, 'Dawn of the Dead' poster, 72 complaints
7. HSA Healthcare, savings plan, 60 complaints
8. The Sun, computer game offer, 55 complaints
9. Carter Products, 'The Sex Organ' condom ads, 41 complaints upheld, 54 complaints not justified
10. Ryanair, 'Fawking Great Offers', 47 complaints
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