ASA to investigate Poundland after swathe of complaints


Poundland has come under fire from the Advertising Standards Authority (ASA) following a sexualised Twitter campaign involving toy elves.

According to The Drum, the ASA received over 80 complaints about the images, which depict the elves in various sexualised poses including one “teabagging” another, one sat naked on a bauble, and another drawing phallic imagery.

The advertising watchdog has now launched an investigation into the retailer following numerous accusations that the adverts were unsuitable for a medium where children could see them freely.

Tea brand Twinings, which was included in Poundland’s advert, sought to distance itself by issuing a statement that said: “We are aware of an image that is circulating that misuses our product.

“We had no involvement in this and it is obviously not reflective of our brand values.”

Poundland has become the centre of much speculation in recent weeks as an accounting scandal involving its parent company Steinhoff continues to grow.

It is unclear whether Poundland would be sold off in order to survive.

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