The new ad removes all shots of actors’ bums and can currently be viewed on Richmond Ham’s YouTube channel.
It has currently racked up 360 complaints to date to the Advertising Standards Authority (ASA), of which 345 have accused it of inappropriate nudity. The watchdog has yet to decide whether it is to launch a formal investigation into the complaints.
The number of objections received to date would have made the spot the third most complained about ad of 2011.
A spokesperson for Richmond Ham says: “Our advert was designed to convey our core message about Richmond Ham’s100% natural ingredients in a light-hearted, tongue-in-cheek manner.
“Following recent feedback from some consumers, we have decided to tweak the ad slightly, whilst taking care to ensure it maintains its central theme.”
The spot first launched this month as part of a £3m marketing campaign to support the relaunch of the Richmond Ham range as a 100% natural product.