Allegations that a video by Vinnie Jones on resuscitation encourages unsafe behaviour have been rejected by Britain's Advertising Standards Authority.
The video, used in a TV advertisement, featured the actor and former footballer showing how to carry out "hands-only" cardiopulmonary resuscitation (CPR) on a person suffering a cardiac arrest.
Advertisement"Say some geezer collapses in front of you. What do you do?," Jones says, before adding: "First off you call 999. I know. Then no kissing. You only kiss your missus on the lips. You push hard and fast here on the sovereign to Staying Alive."
The ASA said 20 complainants objected that the ad was harmful and likely to encourage unsafe behaviour, because they believed it showed incorrect CPR techniques.
The British Heart Foundation, for which the clip was made, told the ASA the ads aimed to increase bystander intervention when presented with evidence of cardiac arrest.
"They said they knew of 15 reported instances of people applying the lessons learnt from the ad with a positive outcome," the ASA said in a report on its adjudication.
Survival rates from out-of-hospital cardiac arrests in the UK are "appalling", with less than 10 percent of casualties surviving to leave hospital, and the BHF aimed to improve those survival rates while facing the reality that most people did not know how to give CPR, the advertising watchdog said.
The ASA noted that the ad had been prepared in consultation with the Resuscitation Council (UK), and in line with European Resuscitation Council guidelines.
"Because the ad showed correct techniques for hands-only CPR, we concluded the ad was not harmful and did not encourage unsafe behaviour," the authority concluded.