British Comics

Millar was not alone in expressing derision at the advert, part of the “Made in the UK, sold to the world” campaign run by the Department for Business and Trade.

It depicts Dennis and Gnasher alongside the headline “Created in London. Unleashed in more than 100 countries” and in smaller print clarifies that it is referring to the animated television series produced from DC Thomson’s Fleet Street office.

But this distinction did not lessen the ire of many Beano fans, who on X described the advert variously as “insulting”, “disrespectful” and “predictable”.

Chris Law, the Scottish National party MP for Dundee West, called the campaign “cultural appropriation” and “utter garbage”. “Perhaps before the UK government start appropriating local Dundee created characters in the Beano they ought to do a bit of basic research,” he said.