Advert Complaints on the rise

The BBC Reports that the number of complaints about print and TV adverts rose 16% in 2005.

"Just because people find something rather distasteful doesn't really mean the Advertising Standards Authority should ban it,"

So are the Brit's getting better at complaining about things, or are Adverts getting more tasteless? I'd go for a mix of the two. Personally I quite liked the second most complained about advert...
I also like the bit about how the reason complaints have increased is that they made the process easier. That would do it, but it also makes it impossible to compare one year to the next. The joy of statistics....