The British Advertising Standards Authority (ASA) has banned Stranglehold's TV advertisement after deeming it "too violent".
The ad which lacks "interpersonal, contact violence and absence of blood or gore" was previously approved by another British agency called Clearcast (formerly the Broadcast Advertising Clearance Centre) under the restriction that it should not be shown before 7.30 pm.
ASA's ruling stated that:
"The shooting was almost continuous throughout the ad and considered that the violence depicted, although computer-generated, was realistic in appearance. We considered the voice-over, which stated "Honour is his code. Vengeance is his mission. Violence is his only option," suggested that it was honourable to seek revenge and that violence was an acceptable solution to a situation."
"We considered the ad was likely to be seen as encouraging and condoning violence."