Insurance firm Aviva’s sponsorship of ITV1 period drama Downton Abbey sparked complaints from viewers to Ofcom.
The 15 complaints are understood to focus on the downbeat nature of the 10-second idents at the beginning and end of each commercial break of the long-awaited return of the period drama on Sunday.
They were also juxtaposed with images of the First World War.
The inserts dramatised the real-life story of Gary, a customer who suffered a motorcycle accident and lost his job as a result. Many of the drama’s viewers are understood to have complained that the adverts jarred with the tone of the lavish period drama.
One viewer objected that the adverts discriminated against motorcyclists and cast them as bad drivers, according to Ofcom.
The idents also prompted a number of online complaints.
“What are these depressing Aviva sponsorship bits ruining Downton? Get off my screen!” wrote one online protester. Others said the inserts were “terrible” and “poor taste”.
The 90-minute opening episode contained five advertising breaks – the highest number allowed under current regulation.
An Ofcom spokesman said that none of the complaints against Downton Abbey would be pursued by the regulator.
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