The Advertising Standards Authority (ASA) is investigating the 101 complaints and said it will give MFI the opportunity to defend itself.
Viewers have taken offence at the overridingly aggressive tone of the ads, and a number of the complainants have voiced concerns that the ads set a bad example, encourage antisocial behaviour and glorify a 'bullying and disrespectful attitude', according to the ASA.
Created by M&C Saatchi, the ads broke at the start of the month showing families acting out 'typical' at-home situations in MFI stores. Families and couples are seen arguing among themselves, and in one ad, a mother accosts her teenage daughter for being out late, demanding to know whether she has been drinking. The daughter shouts back and storms out of the room, pushing into an MFI sales adviser.