elevision regulators have ruled that a recent ad from the high-street bank NatWest is misleading after complaints from consumers.
The ads, aired last summer, were made following the disastrous PR suffered by NatWest's rival, Barclays, which embarked on a global branding campaign as it closed a number of rural and high-street branches.
But the Independent Television Commission ruled that M&C Saatchi's NatWest ads, which focused on claims that its branch closure programme had ceased and it had abolished monthly fees on personal overdrafts, were misleading after 18 people complained.
The ITC also ruled that the controversial TV spot for the Reef alcopop brand, created by Roose & Partners, was "inappropriate" in featuring a group of feisty women performing a dance similar to the New Zealand Maori haka.
Banning the ad from broadcast, the ITC said the ad's strapline "Go Native" could have been insulting, if, as the majority of complainants had understood, it implied that after drinking Reef, consumers would behave like the Maori people.
But despite 46 complaints from consumers, St Luke's ads for Ikea, which showed a supervisor suggesting staff smelt their and their colleagues' armpits to understand the company's "integrity", were not considered unfit for broadcast.