The advertising watchdog has rejected complaints about a TV ad for Burger King which showed a cow wearing a blanket with the Burger King logo on.

Over 80 viewers complained that it was offensive to show a live cow in an advert for Burger King because the company sells beef products.

Some complainants, who were vegetarian, said they found it distressing.

The Advertising Standards Authority said it accepted that viewers would not necessarily want to be reminded where meat products came from.

But it added that it did not consider the advert was likely to cause serious or widespread offence against general public feeling.

The complaints echo those recently received by Ofcom after Chef Gordon Ramsey was shown on his ‘The F-Word’ show preparing to kill some turkeys.

Ofcom is understood to be investigating the matter at the moment.