A TV advert for Heinz mayonnaise showing two men sharing a kiss has sparked outrage from viewers.
After less than a week on the air, the commercial is facing claims of being 'offensive' and 'inappropriate' as well as unsuitable for children.
Some parents are annoyed the advert has forced them to have to explain same sex relationships to their children and it is already on track to become one of the most complained about of the year.
The commercial, which is set to run for five weeks, shows a family scene with a young boy and girl getting ready to go to school.
In the kitchen, there is a man preparing sandwiches who the children refer to as 'Mum.'
Their father, dressed in a suit, then enters the kitchen,grabs a sandwich and says to the other man: "See you tonight, love".
The 'mum' then shouts back 'Hey, ain't you forgetting something?,' before the two men engage in a kiss.
He then tells the other man: 'Love you. Straight home from work, sweet cheeks.'
The Advertising Standards Authority is still fielding complaints over the commercial after receiving 200 so far, but has yet to confirm if it will launch an investigation.
Heinz's advert is restricted from being shown in or around children's programmes as a result of rules around promoting products high in salt, fat and sugar.
But it is screened at all other times of the day, including between soaps and TV talent contests.
The BBC also came under fire after media watchdog Ofcom censured the broadcaster over two episodes of EastEnders.
Ofcom received 116 complaints over the portrayal of character Max Branning being buried alive by his estranged wife Tanya in March this year.
The first episode included the man's sedated body being dragged through a dark wood and dumped in a shallow grave. He is then aware as the coffin lid closes on him.
Opening scenes of the second episode portrayed him sobbing as the audience heard sounds of earth being shovelled on top of him.
Ofcom said both programmes had a 'seriously disturbing element to them' at a time when many children were likely to be watching.
It said information provided at the start of the programmes did not prepare viewers for the extent of the 'distressing scenes'.
The regulator said programme makers had not sufficiently respected their audience with the portrayal in a pre-watershed soap.
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