THE BOOK OF LISTS: The 10 Most Flagrant Breaches of ITC Regulations

1. ITV1'S THIS MORNING AND HOMEBASE

This Morning has a bit of a track history in pushing blatant product plugs for advertisers. But old habits die hard and in a special called This Morning Transform Your Garden, the producers, Granada, managed to continuously plug Homebase. Having been rapped across the knuckles by the ITC Granada promised it would not happen again. Fern Britten should take more care of the company she keeps.

2. ITV1'S THIS MORNING

Oh dear. It's This Morning again. You might think Fern and John weren't to know that their guest, the actress and model Caprice Bourret, was going to cause millions to choke on their cornflakes by using the C-word on morning telly. But Bourret was on to discuss her role in The Vagina Monologues and revealed that one of her monologues is called Reclaiming C***. Indeed.

3. HULA HOOPS SHOKS

This ad from Publicis showing electric eels released into a domestic water system turned out to be the scourge of bed-wetters across the land after the ITC received complaints about the impact of the eels on their children. Sixty-five viewers complained that the ad led to children having nightmares and being afraid to use the toilet alone.

4. SCREENSHOP AND VELFORM HAIR GROWTH

Screenshop ran an ad for Velform's hair growing and revival tonic, leading to complaints that it was misleading and played on people's vulnerability. The husky female voiceover stated: "Men without hair are not that attractive to women."

5. JAFFA CAKES

Publicis bothering the kiddies again. This ad features the manager of a children's football team berating his charges for their poor performance. He demonstrates goal-scoring techniques by stuffing Jaffa Cakes into his mouth then pauses and says "Stop dribbling, Bradley" to the fattest boy there. The ITC ruled that, by mocking overweight children, the ad could encourage bullying.

6. ITV1'S TRISHA

Anglia TV scheduled Trisha Exposes ... Britain's Biggest Love Rats immediately after CITV. The theme of the series was infidelity and a number of paternity tests were announced live on air. The programmes had the audience chanting, "who's the daddy?" - hardly suitable viewing for when large numbers of children would still be watching.

7. GMTV AND MITSUBISHI

When will broadcasters ever learn? In August GMTV ran a contest with the prize of a Mitsubishi Space Star, which was heavily promoted and included superfluous details ("alloy wheels, central locking, air conditioning", etc.). Despite GMTV's claims that there had been no financial inducement for the car to appear on the programme and that it had been paid for, the ITC found that it was promotional and therefore unacceptable.

8. THE ADULT CHANNEL

The Adult Channel is an encrypted service available only to adults who specifically select it but it still received a complaint about just what it was showing. The ITC investigated and noted that a number of sequences contained what it described as "anatomical detail that is not allowed on any licensed service".

9. VODAFONE

Vodafone's sexually charged flirting spot received 87 complaints about the effect it could be having on young people. While not lewd in itself, the ad does make clear that intercourse is sure to follow the texting. The ITC declared that the WCRS ad should only be shown when children are not watching.

10. ITV1's CD:UK

The singer Pink performed her latest number on ITV1's Saturday morning kids music show, wearing a T-shirt with the catchy slogan "you fuckin' bitch". The sequence, however, received just five complaints.

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