Christmas is officially over, with most of Britain returning to work with a few extra pounds on their waistline.


And while many of us face the stress of hundreds of emails in our inbox, it’s nothing compared to the media storm surrounding Poundland after the company’s “Elf Behaving Badly” social media campaign received a bit of backlash over the Christmas period.


Poundland’s campaign was an x-rated twist on the Elf on the Shelf, all recreating bizarre scenarios, which were then shared on social media. Unsurprisingly, the images were picked up by all major media sources, and went viral on Twitter – with one post being retweeted more than 14,000 times!


This didn’t come without controversy, however, with tea brand Twinings distancing themselves from the stunt – and with more than 80 complaints, the campaign is now facing an investigation by the Advertising Standards Authority (ASA).


We’re sure Poundland wont fret too much, with the company revealing the stunt helped to drive record Christmas sales, and resulted in a 20% increase in sales compared to 2016.


In a statement, Poundland described the controversy as “a storm in a tea cup”, and said of the complaints “we’re just pleased the number of people who didn’t get the joke is so small.”