Some Complaints Just Don't Float

The latest UK ban: A Sun newspaper commercial.
Reason this time around: A man inhales helium from a balloon.
Shocked! Shocked, I am!
Hmm... I wonder if whippets are still ok?
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Gotta love this quote - italics mine:
"Seventeen viewers, some of whom worked with helium , complained to the Independent Television Commission (ITC), saying there were potentially serious dangers to anyone - particularly children - who inhaled the gas, which could lead to asphyxiation. "
eh... so they're saying seventeen balloon salesmen complained? Or clowns?