Nearly 2,000 complaints about advertisements were made to the industry watchdog last year, up 10% on the previous year.
105 of the 1,858 written complaints received by the Advertising Standards Authority were found to be in breach of its code.
Two thirds of the complaints alleged that an ad was misleading, according to the ASAI's annual report for 2019, while 7% were made on the basis that an ad was offensive.
In some cases more than one complaint was received about the same ad, with 1,360 advertisements the subject of concern, up 15% year on year.
The sector that attracted the most complaints was "Health and Beauty", which accounted for 229.
This was followed by "Leisure" at 172.
More complaints about ads that appeared digitally were made than those that appeared on any other medium.