A television advertisement that suggested Santa Claus is not real has triggered complaints to the Advertising Standards Authority.

The complainants said the Lighting Plus advertisement that began "Don't believe in Santa Claus? How do you explain these prices" screened during family viewing time and put doubt in "a child's mind".

The authority said the words "Don't believe in Santa" were only a small part of an advertisement for a product with no appeal to children, which was aired during the news.

Further, the words conveyed a meaning closer to "how can you not believe in Santa".