The watchdog received just nine complaints over the duo of ads, with three people recommending that the ads were ‘inappropriate for broadcast at any time’.
The ads appeared in post-9pm and post-11pm slots respectively. The longer, post-11pm version showed three punches from a first person perspective, with a hooded figure holding a brick aloft then bringing it down towards the camera.
The ASA concluded: ‘… the ads contained scenes of graphic and brutal violence which, although computer-generated, were realistic in appearance.
‘We noted in particular that both ads showed a man punching another on the floor and blood splattering on the screen as a man was beaten with a club and considered viewers were likely to find those scenes offensive and distressing and to see them as condoning real violence and cruelty.’