A television advertisement for Wrigley’s X-Cite chewing gum has been withdrawn after attracting a record number of complaints.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

The advert, which featured a dog crawling out of a man’s mouth, received nearly 700 complaints from viewers who said it was offensive and also frightening to children.

“Some people said it made them feel physically sick,” a spokeswoman for the Independent Television Commission, which regulates TV adverts, was quoted by Reuters as saying.

UK-based Wrigley, a unit of the US chewing gum giant, released a statement apologising to viewers and said it had taken the decision to replace the advert.

The previous UK record of 544 complaints was held by a 1998 Levi’s Jeans advert which featured a dead hamster.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now