Loch Ness moansters? Scots biggest complainers about ads

THEY are often irritating and the reason many viewers reach for the TV remote.

And now it has been revealed that Scots are the UK’s biggest complainers about adverts on TV and online.

The Advertising Standards Authority (ASA) received 3,772 gripes from Scotland last year – proportionately higher than any other nation.

The complaints accounted for 10.6 per cent of ASA cases in 2021 despite Scots making up 8.2 per cent of the UK population. Complaints from England were in line with its population, while people from Wales and Northern Ireland were less likely to object to ads.

Tesco’s festive TV campaign featuring Santa Claus bearing a Covid vaccine passport was the most complained about advert across the UK, though the ASA said it did not breach any rules.

ASA said: ‘People in Scotland are more inclined to lodge a complaint about an ad, whether on the grounds of misleadingness, harm or offence, than people in any of the other nations.’