Which ad has attracted the most complaints recently

A.� The controversial Yves Saint Laurent ad promoting the perfume Opium, which featured�Sophie Dahl posing naked, drew a record 948 complaints. Members of the public complained the ad was offensive, degrading to women and unsuitable in public places.

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The Advertising Standards Agency, the body which monitors advertisements, agreed it was a sexually suggestive image and ordered posters be taken down. However, the authority ruled the same image was acceptable in newspapers and magazines.

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Q.� So all complaints should be directed to this agency

A.� An important part of the ASA's work is dealing with complaints about advertisements from members of the public, consumer groups and competitors.

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During 2001, the authority's staff received 12,262�complaints relating to 8,457 advertisements. 937 complaints were carried forward from 1999, relating to 677 ads. The number of new complaints showed an increase of four per cent.

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Q.� What recent ads have been acceptable - and which have not

A.� Around 220 people complained about the Npower ad - depicting people with red hair and the slogan, "There are some things in life you can't choose". The ASA considered that the light-hearted humour was unlikely to cause serious or widespread offence.

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Similarly, 217 complaints were received about the Elida Faberge advertisement for shampoo. The ad - slogan "Keeps hair colour so long you'll forget your natural one" - showed a girl checking her bikini line. The authority accepted the poster showed a light-hearted humourous situation.

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Marks & Spencers plc attracted 127 complaints for their 'New sizing for real women' ad which bore the slogan Hallelujah!. Most complaints disliked the nudity in the ad. The agency said the complaints were not justified.

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Q.� What about Benetton

A.� The Italian clothing firm has become synonymous with controversial billboard and television advertising. Its 1991 campaign showing a bloody newborn baby attracted a record 800 complaints. Over the years, it has tackled everything from war, Aids and racism to religion.�In 1998, it used a child with Downs Syndrome in its ad, and in 2000, it showed a convict on Death Row.

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Q.� Which body monitors TV advertising

A.� The Independent Television Commission (ITC) is the watchdog for commercial television in the UK. Its aim is to look after viewers' interests by setting and maintaining the standards for programmes and commercials in the UK. In most cases, breaches of code are dealt with by way of a public reprimand - if the ITC rules a programme or commercial has gone too far - although it can also pose a fine. In December 1998, the ITC fined Carlton �2 million for a faked expose of a Columbian drug dealing operation.

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By Katharine MacColl�

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