Craig Harker, boss of George Pub & Grill in Stockton-on-Tees, had his controversial advert banned because it "encouraged domestic violence".

The promotion, picturing the cheese-and-chicken snack and the caption: "WOULD YOU PUNCH YOUR EX IN THE FACE FOR A PARMO?" was banned by the Advertising Standards Authority after it received a complaint.

Now Mr Harker has condemned the poster in a video viewed thousands of times on social media.

Before posting the clip, Mr Harker had not responded to the ASA's attempts to contact him over the "socially irresponsible" ad after the complaint in May.

The ad racked up hundreds of likes and positive comments after it was posted to Facebook, according to Mr Harker.

Unable to hold in a giggle during a video response he shared online on Wednesday afternoon, Mr Harker admitted the poster "broke some rules".

He said: "The advertising standards agency has just released a statement to say that the previous poster saying 'Would you punch your ex in the face for a parmo' basically is breaking some rules.

"All I want to say is violence is very, very bad, do not punch your ex in the face for a parmo.

"No parmos will be given by us if you do it, please don't, OK?"

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Andrew Atkinson, a pal of Mr Harker, said the advert "was obviously a joke".

"People need to get a grip these days," he added.

The ASA had ordered the boss to take down the post after it received a complaint on May 15, ruling it "trivialised and condoned domestic violence".

A statement from the ASA released on Tuesday said the watchdog "considered that the phrase 'Punch your ex in the face' referred to domestic violence and was likely to cause serious offence".

It added: "We considered that referring to domestic violence in an advert for a fast food dish trivialised and condoned domestic violence and concluded that the ad was not prepared in a socially responsible manner."

The pub owner was also blasted for not seeming to take the official ruling seriously.

"The George Pub and Grill did not respond to the ASA’s enquiries," said the ASA's ruling.

"The ASA was concerned by The George Pub and Grill’s lack of response and apparent disregard for the Code," it added.

A local domestic violence service branded the food promotion "appalling".

Lesley Gibson, chief executive of Teesside domestic abuse service Harbour, told the Teesside Gazette: “It’s actually appalling. I don’t think it’s appropriate for domestic violence to be used in this way.

“But I am encouraged that attitudes about domestic violence are changing enough to mean that someone made a complaint about it.”

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