Record complaints over poster

British Government anti-smoking posters featuring men and women with fish hooks through their mouths attracted one of the highest numbers of complaints the advertising standards watchdog has ever received.

Nearly 800 complaints were made about a series of poster, TV, newspaper and Internet adverts which many felt were offensive and distressing, particularly to children.

It was the highest number of complaints received by the Advertising Standards Authority (ASA) since a KFC advert in June 2005 which featured people singing with their mouths full, which notched up the highest ever number with 1,671.

The Department of Health had commissioned the anti-smoking adverts in an attempt to shock smokers into breaking the habit.

"The average smoker needs over five thousand cigarettes a year. Get unhooked," the posters read.

The government said it believed people would not be seriously offended by the adverts, particularly because they aimed to protect people from the damaging effects of smoking.

It had taken measures to ensure the posters would not be placed near schools.

Nevertheless, 152 people said the posters had upset their children.