Poundland’s X-rated elf adverts are being investigated by the advertising watchdog
The watchdog has received 80 complaints about the series of ads including that they are offensive and not suitable to be seen by children
THE UK's advertising watchdog has launched an investigation into Poundland's X-rated Christmas elf campaign.
The budget retailer provoked a storm of outrage on social media before Christmas with its series of Twitter ads showing the naughty elf in various sexual poses and positions.
And now the Advertising Standards Agency (ASA) has confirmed it has launched an investigation into the ads after receiving 80 complaints that they were offensive and not suitable to be seen by children.
The storm was sparked when Poundland posted a picture of the elf standing over a female doll and asking: "How do you like your tea? One lump or two?"
The pic also featured a box of Twinnings Classic teabags, with the company accusing Poundland of "misusing" its product.
Other pics show elf playing cards with a group of naked dolls, drawing a Christmas tree that looks suspiciously like a man's penis, and riding a cuddly toy donkey with the caption "Don't tell Rudolph I've found a new piece of ass."
He's also seen taking on Star Wars villain Darth Vader in a lightsaber battle - but instead of using the Jedi weapon of choice, he's using a sex toy.
But despite the complaints, the retailer has again defended its campaign.
A spokesperson told The Sun Online: "This is a storm in a tea cup.
"It is actually 23 complaints contrasted with the thousands of people who said they loved our naughty elf pictures - not least because it reminded them that Britain is famous for the saucy postcard and panto.
"We're just pleased that the number of people who didn't get the joke is so small."
Back in September the budget retailer launched its own range of sex toys, costing just, you've guessed it, £1.
In November, it finally got the chance to launch its Toblerone lookalike, with only 500,000 bars going on sale.
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The launch of its Twin Peaks bar was delayed due to a legal battle with the makers of the famous treat, Mondelez.
Last week, high street experts warned that Poundland could be sold over fears its owner, South African firm Steinhoff, can't afford to continue running its European businesses.
The investigation into the ads is expected to last a few months.
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