By gum: this is most offensive advert ever

An attempt to give a whole new meaning to the phrase "dog's breath'' created a commercial that has provoked a record number of complaints.

The advertisement for Wrigley's X-cite chewing gum has attracted 570 complaints to the Independent Television Commission (ITC) since its first broadcast last week. The advert features a man who wakes up on the sofa after what appears to have been a rough night out.

As he retches, a paw comes out of his mouth, followed by a scruffy grey dog. It disappears when he has a piece of gum. An ITC spokeswoman said: "We have been flooded with complaints and the total is rising all the time. Parents have been complaining that their children are scared and some of the adults have said they were actually sick themselves."

The ITC said it was investigating whether the commercial breached advertising guidelines. Wrigley's apologised for the advertisement and moved it to a slot after the 9pm watershed.