Advertise with

UK: IKEA advert featuring gnomes being smashed receives 50 complaints to watchdog
UK: IKEA advert featuring gnomes being smashed receives 50 complaints to watchdog

UK: IKEA advert featuring gnomes being smashed receives 50 complaints to watchdog

INTERNATIONAL NEWS - May 29th 2013, 08:04

Viewers have complained to a watchdog that an IKEA advert of gnomes being smashed is “violent, frightening and offensive”. 

The ad shows a small army of gnomes rebelling against a family’s bright new garden furniture - and coming off second best.

A total of 50 people contacted the Advertising Standards Authority, with some saying it “encourages anti-social behaviour”.

But IKEA’s Peter Wright said it was light-hearted and added: “We can confirm that no gnomes were harmed in the making of the advert.”

A spokeswoman for the ASA said: “We carefully assessed the complaints, but considered that on balance there weren’t grounds to take action, because we don’t consider that it’s likely to cause serious or widespread harm or offence, or distress to children.”

Last week the Chelsea Flower Show lifted its 100-year ban on gnomes after previously claiming they were too “tacky”.

See what happened when we sent our own life-sized gnome to the prestigious event.


Read more about: ikea | furniture sales |

Related News

Multi-million rand Rustenburg Mall underway
09/09/2019 - 11:07
Rustenburg shoppers can look forward to a brand new shopping centre – Rustenburg Mall – set to introduce its first phase in April 2021.

Introducing the Cape Fine and Rare Wine Auction
23/08/2019 - 10:07
With the world market increasingly focused on the fine and rare wines from South Africa, the Cape Winelands is in a stronger position than ever to showcase its fine wine investments. This year, the Cape Winelands is proud to host its first-ever Cape Fine & Rare Wine Auction, an evolution of the historic Nederburg Auction in 1975.

Boost for SA's economy as China lifts its beef ban
07/08/2019 - 09:10
Within one month of the meeting between President Cyril Ramaphosa and President Xi Jinping at the G20, China has announced that it is lifting the ban on South African beef exports to China. This will be a major boost to South Africa’s economy given that China is the largest consuming market for South African beef and related products.

South Africa’s economy ‘doesn’t have a long time’
02/08/2019 - 12:57
South Africa’s outlook has been dealt several heavy blows following Eskom’s financial results, and the latest unemployment data, which has raised the question: where to from here?

Inducing consumer paralysis: how retailers bury customers in an avalanche of choice
01/07/2019 - 10:35
Do you think you are paying more than you should for energy, banking, insurance, internet, and phone services? You are not alone, and you are probably right.