This was the most complained about advert

The number of complaints about advertising in the UK has reached an all-time high, says the industry watchdog.

Almost 14,000 complaints were made to the Advertising Standards Authority - more than any other time in its 41- year history.

An advert featuring a woman with a plastic bag over her head to illustrate a symptom of heart disease produced for the British Heart Foundation was the most complained about advert.

The watchdog upheld 315 complaints from members of the public concerned the advert might cause children to copy it, according to its annual report published on Thursday.

Self regulation

But it was adverts about food and drink which saw the biggest rise in the number of complaints making up four of the 11 most complained about promotions of the year.

Christopher Graham, director general of the ASA, said: "When an industry is in recession there must be a strong temptation to let the rules go by the board in order to achieve short term gains.

"Instead, our compliance research featured in the report shows that advertisers overwhelmingly abide by the rules.

"This shows that self-regulation works, in tough times and in good."

The ASA regulates all non-broadcast advertising which includes print, direct mail, posters, the Internet and increasing text messaging.

It dealt with 13,959 complaints last year - up 10.8% on 2001 - about 10,213 adverts.

'Unsubstantiated claims'

Complaints about taste and decency rose by 24% last year to reach 3,142.

Other concerns were about the "truthfulness" of adverts (2,682), and whether claims could be substantiated (1,722).

Billboard advertising was among the mediums that caused most concern.

The watchdog dealt with 3,051 complaints about posters, up from 1,729 the previous year - a 77% rise.

But there was a slightly fewer number of complaints last year about direct mail - 2,710 compared with 3,111 the previous year.

Next highest for number of complaints were adverts in the national press, then magazine, the internet and in fifth place leaflets.

Complaints about e- mail advertising increased from 0 to 17 last year.