Photo: barmalini (iStock)

Avocados are a sensitive bunch. Anyone who’s ever befriended an avocado knows they’re liable to get their egos uh, bruised, by the most benign of slights. That’s likely why the U.K.’s Advertising Standards Authority had to ban a recent radio commercial put out by coffee chain Costa. In its ruling, the ASA stated it was banning the ad because although it was lighthearted, “it nevertheless suggested avocados were a poor breakfast choice… and in doing so discouraged the selection of avocados.”

In the radio ad, a voiceover stated: “Oh, there’s a great deal on ripen-at-home avocados. Sure, they’ll be hard as rock for the first 18 days, three hours and 20 minutes, then they’ll be ready to eat, for about 10 minutes, then they’ll go off.” The ad then suggested customers instead choose Costa’s “delicious, piping hot bacon roll or egg muffin.”

Obviously, this is a relatively harmless joke about the small period of time in which avocados are ripe before they turn to olive-colored mush. But it was not so funny to two U.K. complainants, who brought the ad to the ASA’s attention and demanded the agency evaluate “whether the ad discouraged the selection of fresh fruit.”

This is hilarious; I have nothing further to say on the subject. Carry on, you crazy oversensitive British avocados.