The UK's advertising regulator has decided not to investigate Heinz's "male kiss" TV ad, despite 215 complaints from viewers that it was offensive and "inappropriate to see two men kissing".
Heinz's TV ad for its new Deli Mayo line, which features two men sharing a brief kiss, has caused an international furore after the food company decided to pull the ad off air after less than a week.
However, the Advertising Standards Authority said today that it will not launch a formal investigation into the complaints about the TV ad.
"The ASA council considered that while some viewers may have personal objections to any portrayal of same sex kissing there was nothing in the content of the advertisement what would constitute a breach of the advertising code," said a spokesman for the ASA.
The Heinz TV ad carried an "ex-kids" restriction, meaning it cannot be shown in or around children's programming, because Heinz Deli Mayo falls foul of Ofcom's TV ad restrictions relating to junk food products.