SPOILER ALERT! DO NOT READ THIS IF YOU ARE UNDER 10. SERIOUSLY.

Hundreds of people have complained to the advertising watchdog in the UK over a new Christmas ad, saying that it tells children that Santa does not exist.

In the ad for Littlewoods, children put on a Christmas musical in a school hall in front of their proud families.

The children sing a song about who has bought all their Christmas presents this year – and in the chorus of the song, they point out their parents in the audience, saying that they were the ones who bought all the presents.

The Advertising Standards Authority in Britain had received 456 complaints about the ad by this afternoon, according to the Guardian.

Some of the complaints came from parents who said that their children was “distressed” to discover that Christmas presents don’t come from Santa. Others asked for the ad to be shown late in the evenings when children are in bed.

Unfortunately for the complainants, the advertising watchdog has ruled that it will not be investigating the ad as it does not make explicit reference to Santa and therefore “is unlikely to cause distress to children”.

So here’s the ad. What do you think? Storm in a teacup? Or will this ad DESTROY Christmas for any child who has the misfortune to see it?

(We’re guessing the latter. But maybe we’re not sensitive enough).