The advertising watchdog has banned an MFI ad in which a woman slaps her husband twice after concerns over the portrayal of domestic violence.
The ad shows the couple in a bathroom and when the wife notices her husband has left the toilet seat up, she calls him.
"You've done it again haven't you? Haven't you?," she says and slaps him on the cheek. "I keep telling you to keep the seat down!" I'll spell it for you to make it easy for you; D-O-W-N. DOWN ...," she says as she slaps him again.
A second version of the ad was made as part of he campaign by M&C Saatchi which did not involve the slapping, just the wife waving her arms about aggressively.
In total the Advertising Standards Authority received 217 complaints about the campaign. Most viewers, including one who had been a victim of domestic violence, objected that the ads were offensive, shocking and disturbing.
Viewers also claimed the ads were irresponsible, because they suggested that arguing and shouting were normal features of home life.
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