He might be annoying, and - somewhat unusually for an animated critter - have visible genitalia, but Crazy Frog, the animated model that hawks his brand of mobile phone ringtones, screensavers and mobile videos, is not offensive. And that's official.

After the blue/grey frog with the motorcycle helmet - and stunted penis - hit TV screens in an advertising blitz, 60 people were sufficiently offended to complain to the Advertising Standards Authority.

The advert consists of a small frog revving up a motorcycle by shouting "ding ding dididing". It has earned its owners, the ringtone company Jamster, a reported £10m.

A Crazy Frog dance track has already been played on Chris Moyles' breakfast programme on Radio 1 and is doing the rounds of download websites.

Of the 60 complainants to the ASA, some said that the advert was annoying and on television too often. Others complained that the amphibian's genitalia were "inappropriate" for an animated character that appeals to children.

Five adults complained they were "embarrassed" by the advert after their young children had asked them questions about it.

But the advertising watchdog said today it would not be taking any action.

"We appreciate that the frequent broadcast of the same, or similar, commercials can be annoying to some viewers," the ASA said in a statement. "However, it is for the advertiser and broadcaster to decide how often a particular advertisement is shown.

The watchdog had already restricted the advert to being broadcast outside of programmes made specifically for children, because it contained a text number for customers to make an order.

And it ruled that Crazy Frog's penis might have been "unusual" but that it was not "inappropriate".

"While unusual for an animated model of this type to be shown with genitalia, no sexual or inappropriate references were made about its anatomy.

"Although some adults found the animated frog offensive, there were no reports of children being concerned by the advertisement.

"We considered that an ex-kids restriction, although applied for another reason, was suitable for this advertising. In the circumstances, we do not believe there are grounds to take any further action. Complaints are not upheld."

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