Chris Moyles adverts for Radio X branded 'offensive, irresponsible and unsuitable' are cleared

The ads show Moyles bumping into a man holding a coffee and a paramedic pushing someone on a stretcher

Television ads for Radio X featuring host Chris Moyles bumping into people as he walked down the street have been cleared following 106 complaints that they were offensive, irresponsible and unsuitable for children.

The two ads showed Moyles bumping into a man holding a coffee and a paramedic pushing someone on a stretcher, and knocking a cake out of a woman's hand before he walked through a wall of the Radio X studio building.

The Advertising Standards Authority (ASA) said 87 viewers complained that the ad encouraged and condoned anti-social and violent behaviour, and others believed it was inappropriate for children to watch.

Radio X owner This is Global said the ad was a parody of The Verve's video for its song "Bittersweet Symphony", which it believed would be recognisable to the majority of viewers.

They added that the ads were "a humorous play on Chris Moyles' reputation" and his resolve to get back to radio broadcasting.

Global said the ad was subject to an ex-children restriction and was therefore scheduled away from children's programmes.

The ASA noted the ad used "Bittersweet Symphony" as its soundtrack but thought some viewers were still unlikely to recognise the parody element of the ad.

But it said the scenario was likely to be seen as surreal and far removed from the mix of people many were likely to encounter when walking down a street.

The ASA said: "We acknowledged that his actions in the ad were likely to be seen as unpleasant, but we considered that the context in which it was shown meant viewers were unlikely to interpret it as realistic and as an acceptable way to behave.

"In the particular circumstances of the ad, we concluded it was unlikely to cause serious or widespread offence or be seen to encourage or condone anti-social behaviour or bullying."

PA