BB sponsorship adverts cause offence

Viewers have complained to Ofcom about Big Brother’s sponsorship adverts.

The broadcasting watchdog has received several complaints about the "ageist, homophobic and sexist" Virgin Media idents, which are shown during commercial breaks.

However, Virgin Media defended the ads, arguing that they "feature people from all walks of life" and include a humour suitable for a Big Brother audience.

A spokesman said: "They are intended to be irreverent and thought-provoking but also to make people laugh. At no point would we ever want to cause, or encourage, offence.

"Virgin Media is yet to receive a single complaint about this year’s idents, either directly or through Channel 4, but if this happens we will listen to what people have to say, take on their comments and feed back as appropriate."

Virgin Media has been the sponsor of Big Brother since the eighth series of the programme began last summer.