Channel 4 welcomes complaints

27th August 2019

In a tongue-in-cheek advert, Channel 4’s biggest stars use complaints from viewers to highlight the broadcaster’s approach to diversity.

Channel 4’s mission statement is to Do It First, Make Trouble, and Inspire Change – with this in mind, it’s no surprise the broadcaster has been subject to complaints. 

Grand Design’s Kevin McCloud is ‘too posh’, Sandi Toksvig from The Great British Bake Off ‘looks like Tom Cruise ‘and Jamie Oliver has ‘sausage fingers’.

These are a just a few of the complaints, from real viewers, that have featured in the new advert by Channel 4, which captioned the video ‘Channel 4 was set up to be different. Complaints welcome.’

The advert, which has aired on TV, features some of the channel’s biggest stars like Prue Leith, Katherine Ryan, Big Narstie, Rachel Riley and Alex Brooker. 

Marketing and media controller James Walker said: “This bold, cheeky film is so uniquely Channel 4. It not only shows off our fantastic range of talent, but it also reinforces the message that stimulating debate and discussion is part of what we do.”

This isn’t the first time Channel 4 has tackled online abuse and negative complaints head-on. Last year, Channel 4 teamed up with advertisers like Malteser, Nationwide and McCain for an advert takeover, which features malicious comments made by social media users in regard to the actors used in advertisements.

While the advert also aims to highlight the stars featured on channel 4, Ian Katz, Director of Programming at Channel 4, says the ad “celebrates one of the things at the heart of Channel 4’s identity: challenging the way our viewers think about the world.

“When there isn’t someone complaining about one of our shows we should be worried.” He added.

The 1-minute long advert ends with Presenter Mo Gilligan, who has apparently never had a complaint made about him. Viewers who want to complain are then advised to do so by sending an email to

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