Britain's most complained about advert in 2017 featured a rapping chicken which enraged vegans, the Advertising Standards Agency has revealed.

The campaign for fast food chain KFC, attracted 755 complaints that it was disrespectful to chickens and distressing for vegetarians, vegans and children.

However, the ASA did not ban it after deciding it did not include any explicit references to animal slaughter and was therefore unlikely to cause serious or widespread offence.

The ASA received a total of 29,997 complaints about ads last year.

Only two of the 10 ads that attracted the most complaints were removed from media - one for Dove, discussing breastfeeding in public, and the second for McDonald's, featuring a boy and his mother talking about his dead father - with both companies swiftly cutting short the campaigns themselves in response to public outcry.

Video: KFC dancing chicken advert