Britain's advertising watchdog has received almost 100 complaints that a Channel 4 ad campaign for hit documentary Big Fat Gypsy Weddings is offensive and racist.
The billboard campaign feature the words "Bigger. Fatter. Gypsier" printed over images of Travellers.
The Advertising Standards Authority said that it has so far received 97 complaints about the ad campaign, with most concerned that it is offensive. Some of the complainants also raised concerns about the use of the word gypsier, which they believe is racist.
A spokesman said that the ASA is currently assessing the complaints to see whether there is grounds for launching an investigation into whether Channel 4 has broken the advertising code.
The London Gypsy & Traveller Unit delivered a letter of complaint to Channel 4 on Tuesday raising concerns over the stereotyping inherent in the campaign.
"We wonder if Channel 4 would have been so ready to use the adverts with similarly compromising phrases for other ethnic groups: 'Jewisher' or 'more Asian' or 'blacker'," said the unit, which also asked Channel 4 to remove the ad campaign and apologise.
A Channel 4 spokeswoman said: "The advertising campaign builds on the celebratory nature of the first series of Big Fat Gypsy Weddings.
"It is a take on the well-established programme title which in itself is a spoof of the title of a well-known Hollywood film. Everyone featured in the series is from the travelling community and refers to themselves as Gypsies.
"The word 'gypsier' refers to the fact that this series offers even greater access and insight to the communities featured, and the terms 'Gypsy' or 'gypsier' are not being used in a negative context. The advertising features contributors from the series and the images were taken in their own communities.
"Everyone featured in the campaign has seen the posters and is happy with them. All images were taken with full consent and all aspects of the poster campaign fully comply with advertising guidelines."
Guardian Service