Sainsbury’s Christmas ad will not be investigated by ASA despite mustering 727 complaints

The Advertising Standards Authority (ASA) will not be investigating Sainsbury’s Great War themed Christmas ad after it deemed the commercial broke no rules.

The ad, depicting the story of the Christmas Truce, has divided opinion, racking up more than 12 million YouTube views but also more than 700 complaints.

In a statement the ASA said: “After careful consideration of the 727 complaints we received about the Sainsbury’s TV Christmas ad, the independent ASA Council has decided that there are not grounds for further investigation. We are therefore closing the case.

“While we recognise that some have found the use of the First World War for advertising purposes to be distasteful, the ad is not likely to break the rules surrounding serious harm or offence.”

It concluded: “We also considered that the ad is obviously distinguishable from editorial content and therefore is not likely to mislead.”

The ad launched on 12 November during a Coronation Street break.