We're not even halfway through November, but that hasn't stopped ad breaks being stuffed with all things warm, fuzzy and distinctly Christmassy.
By the way, the line is "thank you, little bear", so fish your minds out of the gutter.
But, somehow, the F-bomb debate doesn't stop there, because now the Advertising Standards Authority (ASA) has stepped in to deliver their official verdict on the matter.
Unsurprisingly, the ASA has confirmed that the ad "did not contain a swear word" (via The Guardian) and therefore won't be investigated any further.
It did receive three complaints, though.
In more wholesome Paddington news, M&S' collaboration with the nation's favourite bear extends far beyond starring in dubiously-dubbed adverts.
A storybook based on the ad is available to buy to raise money for the NSPCC, and you can also get tons of Paddington-themed products in store. And yes, of course there's marmalade.
Paddington is also making an appearance on the big screen in Paddington 2, which we reckon is safe to declare as F-bomb free.
You Might Also Like