LONDON (AP) — A discount chain's online ad campaign showing a Christmas elf in suggestive poses is sparking complaints to British officials.

The Advertising Standards Authority said Friday it has received more than 50 complaints from the public about the Christmas-related ads.

Many said the ads were offensive and unsuitable to be viewed by children.

The authority is looking into the matter but has not taken any action against the Poundland chain.

The ads show the Christmas elf in a number of suggestive photos with double entendre captions.

The popular chain sells many items for 1 pound ($1.34).