However, 348 viewers complained to the media regulator, Ofcom, earning the commercial a place in the top 10 of adverts to have attracted the most complaints. Ofcom ruled that it had breached guidelines on harm and offence and must not be shown again. It said: "Given regular coverage of high-profile shooting incidents and public concern about the wider social impact of the so-called gun culture, the glamorisation and normalisation of guns, even indirectly, is simply offensive to many people. "In this advertisement, the starter pistol was used in both an apparent casual manner and just for fun, to signal the start of the man's journey. The domestic setting, together with the gun simply lying in a drawer, normalised the ownership of guns.