Despite Christmas being ages away, Santa’s grottos have prematurely appeared at Asda stores in Gravesend, Kent, Carlisle in Cumbria and Seaham in County Durham.
According to the Mail Online and the Daily Star, the Advertising Standards Authority (ASA) has received a string of complaints about the early grottos.
A spokesperson at the ASA said: "Those who have contacted us have been disappointed that, although the ASA accepts that some people will find it frustrating to see advertisements for Christmas appearing in the autumn, this is not an area that we regulate."
Responding to the backlash, Asda has said that the early grottos were ‘just a bit of fun’ and are designed to make customers aware of its Christmas card saver scheme.
A spokesperson said: "Sadly, Christmas hasn’t come early in our stores this year –the grotto is just a bit of fun in a few of our stores this week as part of promotion for our Christmas Savings card.
"We know that customers are already saving for Christmas, so our savings card is an easy way for them to put a little bit away each week to budget for the main event."
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