Sainsbury's Christmas ad is undeniably one of the best ones around this year.

The film is about kids performing in the Christmas play, and features a little girl singing beautifully dressed as a star.

But one unlikely character in the ad won over the nation's hearts: a little boy dressed as a huge electrical plug.

The moment 'plug boy' launches himself into a huge socket in the wall has become a sensation on social media.

Now it turns out some people have taken it upon themselves to complain to the Advertising Standards Authority (ASA) about plug boy - and fans aren't happy.

The ASA has received 35 complaints over the ad so far, a spokesperson told the Mirror, as people have health and safety fears about kids emulating what they see in the ad by "playing with plug sockets".

The watchdog is currently assessing the complaints but no decision has been taken on whether there are grounds to launch an investigation.

The story was first reported by The Drum on Friday, and ever since people on Twitter have been fuming about the complaints over the nation's beloved plug boy - with some even accusing the complainers of "trying to ruin Christmas".

One said: "People are ridiculous. # PlugBoy is awesome and kids need to be brought up to distinguish between what's fiction and reality."

Another wrote: "OK. Who complained about Plug Kid?? Why are you trying to ruin Christmas?

"Urgh, spoilsports. Are they worried the ad will encourage children to stick their fingers in electrical sockets, or fling themselves at walls? Because that's just something kids...already do, isn't it?," a third commented.

Another person was not at all happy either, writing: "Whoever complained about sainsburys Christmas ad and the cute plug boy clearly has TOO much time on their hands".

This isn't the first time a Christmas ad has caused a stir recently.

One of Aldi's Kevin the Carrot ads from its 2017 was banned after one viewer complained it was likely to promote alcohol to children.

Poundland's campaign featuring a naughty Christmas elf in rude positions was also pulled earlier this year.

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Mirror Online has contacted Sainsbury's for comment.