Grocer Morrisons has been rapped over a television advert after viewers complained that it targeted children.

The Morrisons advert, promoting a competition to win holidays in Disneyland Paris, prompted three complaints that it was irresponsible because it targeted children and encouraged them to ask their parents to get the cards.

The Advertising Standards Authority (ASA) upheld the complaints and ruled that the advert must not be broadcast again in its current form.

Morrisons argued that the ad was targeted at adults but the ASA said the ad appeared on several children’s television channels and would therefore have been seen by children.

The ASA said: “We were concerned that the ad could encourage children to ask their parents or guardians to visit Morrisons in order to obtain the Disney cards and the chance to win a holiday to Disneyland Paris. On that basis, we concluded that the ad breached the code.”