An ad for Wrigley’s X-cite chewing gum that shows a dog coming out of a man's mouth has had 570 complaints to the Independent Television Commission since it was screened last month.

Parents calling the ITC say the ‘dog’s breath’ ad for the minty gum has been upsetting their children. Some callers even said the computer technology made the image look so real, it had made them wretch.

Wrigley has agreed to only show the ad after the 9pm watershed, when kids aren't supposed to be watching.