The Advertising Standards Authority (ASA) has given Kellogg the all-clear for an advertisement for its Crunchy Nut Corn Flakes cereal, despite receiving nearly 100 complaints from viewers who were concerned that it portrayed ­cruelty to animals. Viewers complained that the advert, which showed a small man riding home from work on the back of a large Irish Wolfhound and which carried the words 'Don't try this with your dog at home', would encourage people, and especially children, to copy the action with the risk of injuring an animal.

The ASA ruled that the surreal nature of the advertisement, which demonstrated the ludicrous lengths that people might go to for a bowl of the cereal, had been established from the outset and that the computer-generated scene of the man riding the dog would be apparent to most viewers. It also considered that children were used to design imagery of this nature.