Complaints that a mobile phone advert undermines the work of animal charities have been rejected by the Independent Television Commission (ITC).

More than 70 people complained about the Carphone Warehouse advert which used the line "a phone is for life, not just for Christmas".

But the TV regulator dismissed the complaints saying it had been a good-natured joke.

In the Carphone ads the handsets were shown discarded, in rubbish bins and being bulldozed on top of a tip.

A man dressed like an animal welfare officer spoke about their owners' lack of commitment.

'Gay stereotyping'

Viewers complained the campaign was offensive, but the ITC said the ad was "most unlikely to influence anyone's treatment of animals".

The company had also sought permission to use the slogan from the charity, the ITC noted.

But an advert for Yahoo Personal Finance has been banned after complaints of gay stereotyping.

The commercial featured a camply dressed man staring with interest at a naked man tied to a tree after a stag night prank.

The ITC said the ad should not be shown again in its original form, as it could be seen as prejudicial.