These were the 10 most controversial British ads of 2014

With the glut of advertising targeted at consumers every day, marketers often attempt to be controversial - it can benefit in earning attention and buzz, but risks alienating or offending some viewers.

Each year the UK's advertising watchdog, the Advertising Standards Authority (ASA), reveals which ads sparked the most complaints. This year's list is a mixed bunch, featuring well-known supermarkets, a bookmaker/troublemaker, and a charity, among other brands.

Not all were investigated on the grounds of offense - the majority of complaints the ASA receives are in relation to misleading claims made by the advertiser. If some of the complaint numbers seem a little low, that's because the ASA recently began to place a hold on taking incoming complaints once it has identified a big, controversial issue.