Other brands with the dubious honour of making the top 10 include Channel 4 for its promotion for documentary series 'My Big Fat Gypsy Wedding', Kerry Foods for a Richmond Ham TV ad featuring nudity, and Paddy Power for an ad which offended the transgender community.



Last year's most complained-about list was topped by retailer Phones 4U for a horror-themed ad.



Click here for full details of the ASA's annual report.

1. GoCompare "Stuart Pearce"

1,008 complaints



2. GoCompare "bazooka Sue"

797 complaints



3. Asda "Christmas doesn't just happen by magic"

620 complaints



4. Channel 4 "bigger, fatter, gypsier"

373 complaints



5. Richmond Ham "as nature intended"

371 complaints



6. Paddy Power "ladies day"

311 complaints



7. Kellog's Crunch Nut "snake"

234 complaints



=7. Morrisons "for your Christmas"

234 complaints



9. Kayak "brain surgery"

189 complaints



10. St John's Ambulance "helpless"

144 complaints