The Advertising Standards Authority (ASA) on Tuesday dismissed complaints against a controversial Cell C advert in which a dog humps a man's leg. At least 28 people approached the ASA in June about the advert in which a man gets "screwed" by a pooch whenever he has to hand over cash for a multitude of bills. The dog gives the man a break when he enters a Cell C store.One complainant said the advert was misleading as it depicted behaviour that was not the "usual conduct of dogs" and portrayed dogs in a "disgusting light".Two people raised concerns that the use of a dog in the ad amounted to animal cruelty. Others said the advert was offensive and contained explicit sexual content. In its response to the complaints, the advertising agency FCB said: "Whether people are comfortable with the behaviour or not, it is common in dogs - and parents' discomfort to discuss the facts of life should not be grounds for ruling against the advert."The authority ruled the advert did not encourage animal cruelty as a puppet was used for the humping action with the dog's face added in post-production via CGI.An animal welfare inspector was present during filming.The advertising company said: "Great care was taken and Rosie [the real dog] was never required to carry out the humping action and her dignity was not compromised."The ASA said while some people might find the commercial crass, it did not contravene the code that bans offensive adverts.Cell C has agreed not to show the advert during children's programming.Note: An earlier version of this story incorrectly stated that a member of the NSPCA had been present during the filming of the ad, in fact it was an animal welfare inspector...