"Disturbing", "violent" and "inappropriate". That's one person's view of Dumb Ways to Die and they have urged the ad watchdog to ban the award-winning campaign on the basis it causes alarm and distress to children.

Metro Trains' Dumb Ways to Die has been the darling of the ad industry globally since its launch last year, with success heightened by a record haul of 28 awards at Cannes, following up a bagful of gongs at D&AD, and pretty much every award show of the last few months. And if that wasn't enough, even supermodel Kate Moss recently said the app was her favourite game.

But one local mother didn't agree. She told the Advertising Standards Bureau (ASB) that its out-of-home executions had "disturbed" her pre-school-aged child and called for them to be removed.

"I am against many of the images in this advertising campaign. They are disturbing and violent images of death/torture/suicide camouflaged behind cute cartoon characters. [They are] inappropriate for public areas where children often view them."

But the ASB didn't agree and dismissed the case. "It was a very unrealistic image and the text referred to situations that were improbable and unlikely to be understood by children," it ruled.

Other cases to be dismissed by the watchdog involved major brands such as Nature's Own 'Bear Grylls' campaign, Kotex's 'Don't Sweat It' sports liners push and Sony with an ad for video game 'The Last of Us'.

But, local magazine Nude Muse wasn't so lucky. The title pulled a transit ad - which showed naked women covering certain areas of their body with objects - after the watchdog ruled it didn't treat sexuality and nudity with sensitivity to its audience, which included children.

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