The Advertising Standards Authority released the new data according to which the biggest amount of complains was received in connection with the advertisements featuring same-sex kisses and men wearing high heels. Of the ten ads that attracted the most complaints, none were accused of being misleading or inaccurate, instead facing challenge for “causing offence”. 3/4 of the most-complained about ads were for MoneySuperMarket.com, who have a recurring ad campaign featuring men dancing provocatively in high heels and tight shorts. The three MoneySuperMarket dancing ads attracted 1,063, 898 and 530 complaints respectively in 2016. The only clip to garner a similar level of outrage was a TV ad for Match.com, which featured two women kissing and attracted 896 complaints.