ASA probes ‘call centre chickens’ ad after outcry

An advertising campaign for insurance company, which depicts call centre staff as “chickens”, has caused anger amongst telephone workers.

So far the Advertising Standards Authority (ASA) has received 25 complaints. The ad features a woman trying to obtain insurance cover by ringing call centres staffed by poultry.

Many of the complaints have come from call centre staff who say that the ad is insulting and denigrates them, because it implies that they do not have freedom of expression in their jobs and are forced to work in cramped conditions.

The ASA has banned a Tesco ad, created by Lowe London, promoting a personalised diet plan.

The watchdog says that the ad encouraged people to sign up for the plan but did not make it clear that they had to pay £2.99 a week for the service.

vComplaints about an ad for Smint mints, showing a mint being dispensed into a boy’s mouth, have been rejected by the ASA.

There was a complaint that the ad could encourage children to copy the action and risk choking.

The ASA says that the ad is unlikely to lead to copycat behaviour and that a Smint is too small to choke a child.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here