The Media Guardian reports that KFC's latest UK advert is being accused of encouraging bad table manners.

Apparently the ASA has received 340 complaints the Zinger Crunch Salad advert created by BBH.

"Generally, the complainants think that the ad encourages bad manners among children, making it appear funny to speak or sing with a mouth full of food," an ASA spokeswoman said.

Although the ad has been on air for just over a week, the flood of complaints means it is already one of the most controversial of the year. Last year only four TV commercials attracted a higher number of complaints.

The ad shows a group of women in an emergency call centre singing to one another while they are eating their lunch.

The voiceover artist, who also sounds as if she has been eating, brings the action to a close with the line: "The new Zinger Salad - it's just too tasty."

It was only two months ago that KFC got into hot water with the ASA over an advert for their Mini Chicken Fillet because it was shown larger than the actual size.