A.G. Barr is no stranger to stirring up controversy with its risqué Irn-Bru adverts - and the latest one has, once again, been deemed not offensive despite dozens of complaints.

Advertising regulator, the ASA, has backed the company over the “don’t be a can’t” TV advert broadcast for the first time last month.

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It shows a boyfriend meeting his girlfriend’s parents for the first time. Sitting in awkward silence, the topic of marriage is raised, to which the boyfriend replied: “Don’t be a can’t.”

The strapline then urges viewers to “be a can.”

It seems the advert upset viewers with the word “can’t” seemingly be used instead of another crude word.

However, the ASA said, after receiving 37 complaints, it decided not to launch a formal investigation against the campaign.

An ASA spokeswoman added: “While we acknowledge there was some similarity between ‘can’t’ and a swear word, as suggested by complainants, and that some viewers might find the ad offensive for that reason, we considered the spoken use of the word ‘can’t’ had sufficient clarity. Therefore, it was clearly distinguishable from the swear word.

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“We also considered the audience was likely to interpret the ad as an attempt at humour by linking being a ‘can’t’ with negativity while associating ‘can’ with positivity and their product.”

Irn-Bru apologised for the advert last month.

A spokeswoman said: “Our advertising always plays up Irn-Bru’s cheeky sense of humour and our latest campaign is no different.

“It’s never our intention to offend so we’re sorry if our new advert hit the wrong note with a few people.

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“But we hope most fans will enjoy this spin on positive thinking in the spirit it is intended.”

This isn’t the first time Irn-Bru adverts have hit a bum note with the public.

The 2000 and 2003 “even though I used to be a man” Irn-Bru advert was criticised for apparently offending the transgender community.

The 2003 ad showing a midwife trying to entice a baby from its mother’s womb with a can of Irn-Bru upset women who had suffered difficult births.