The BBC has recently started running some seasonal adverts encouraging viewers to buy a DAB digital radio for Christmas, instead of unwanted gifts such as naff perfume or nasty jumpers.

It seems that UK-based “The Perfume Shop” has taken great offence at these humorous ads, to the point that they’re lodging an official complaint to determine whether the BBC’s guidelines have been broken. Oh, and they’ve written to the BBC’s DG, Mark Thompson.

Jeremy Seigal, Managing Director of The Perfume Shop, said, ““The BBC should not be trying to influence what people buy at Christmas solely to promote and protect its own broadcasting future. Their message that aftershave is not a ‘goodÂ’ present is wrong. Each Christmas we sell over one million bottles of aftershave but sadly, our advertising budgets will never be able to match the massive impact of the thousands of ‘freeÂ’ adverts so far run by the BBC.”

Oh, look, the Fragrance Foundation aren’t happy either.

John Ayres, Chairman of The Fragrance Foundation UK said, “This is irresponsible advertising by the BBC. With all the economic forecasters pointing to a poor Christmas and this holiday season being the most important trading time for retailers and fragrances in particular, the BBC should be promoting their own services rather than attempting to deprive other companies of Christmas sales. If the BBC was a more commercial operation and accepted advertising on its stations, it might be a little more careful whom it chose to offend!”

To all you smelly companies, I say, “Please get a life”.

While I don’t agree with masking truly and grossly offensive content in humour, this is supposed to be a gentle poke at the stereotypical “bad present”, which is now fully ingrained in British folklore.

It’s not the first time the BBC has been criticised for covert advertising, but I think that’s a slightly different issue. Buying a DAB radio will allow people to listen to both BBC and commercial radio stations. Perhaps perfumeries would consider taking out cost-effective advertising on the IBA network?

The BBC encourage people to buy “cheaper” DAB radios. Surely there’s enough room in someone’s budget to give other presents too? If that includes aftershave, socks, and bad jumpers then so be it.

Quite honestly, I think the whole argument is petty, and by making such a fuss you’ve actually discouraged me from buying any of your products.

Take a look in the mirror at your phrase, and make it work for you:

“If the [Perfume Shop] must advertise, then possibly it should stick to promoting its own [products] rather than [sending out] negative messages about [national broadcasters]?””

After all, by sending out this press release and making a fuss, you’re presumably trying to get some free publicity. Yes? Just a shame it makes you look stupid.