Chris Moyles’ TV ad cleared by watchdog after more than 100 complaints

A TV advert showing Radio X DJ Chris Moyles shoving people as he walks down a street has been cleared by a watchdog despite receiving more than 100 complaints.

Some viewers complained the advert, which is promoting the rebranding of Xfm to Radio X, encouraged anti-social and violent behaviour.

It shows the former BBC Radio 1 DJ knocking into people on his way to the studio including a paramedic, a man holding a cup of coffee and a charity worker in a rabbit costume.

A total of 106 complaints were received by the Advertising Standards Authority after the advert aired.

A spokesman for the ASA told the Guardian: “We acknowledged that his actions in the ad were likely to be seen as unpleasant, but we considered that the context in which it was shown meant viewers were unlikely to interpret it as realistic and as an acceptable way to behave.”

The advert is similar to the Verve’s 1997 music video for their hit song Bittersweet Symphony.

Global Radio, who own Radio X, believe that the majority of viewers will realise it was a parody.

They said the ad was slapstick humour that was “common in children’s programmes and family films.”

Chris Moyles, who headed the flagship Radio 1 Breakfast Show for eight years will now host the morning programme on Radio X.