UK: IKEA advert featuring gnomes being smashed receives 50 complaints to watchdog
Mirror.co.uk - 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.
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