Posters were unsuitable for children and likely to cause serious and widespread offence, rules advertising watchdog

Posters promoting an energy drink that featured the word "pussy" in large letters have been banned by the advertising watchdog for being likely to cause serious and widespread offence.

The ad campaign, which used the strapline "The drink's pure, it's your mind that's the problem" alongside the word "pussy" in large type, attracted almost 160 complaints to the Advertising Standards Authority.

Complainants said that the ad was offensive as the word "pussy" is sexually explicit and that it is derogatory, sexist and degrading to women. Others complained it was unsuitable to run where children could see the posters.

Pussy Drinks claimed it was "ironic" people were complaining given its strapline pointed out that the drink was pure and it was viewers' minds that were tainted.

It also rather disingenuously pointed out that the Oxford English Dictionary definition of pussy is "a cat, particularly a kitten". Like a small cat their drink symbolically had the traits of being cool, beautiful, feline and natural – with some attitude.

The ASA said that the ads did not directly link the word "pussy" with women and so was not derogatory or sexist to women.

However, it said: "we nonetheless concluded that because the ad made express reference to the dual meaning of the word 'pussy', it would be understood to be intended as a sexually explicit reference which, in the context in which it appeared was likely to cause serious and widespread offence."

The ASA said that the ad could be seen by children of all ages.

"We considered that because the ad made express reference to the dual meaning of the word 'pussy', it would be understood by some older children to be intended as an offensive or sexually explicit reference, and concluded that the ad was unsuitable to appear where it could be seen by children," said the ASA.

The ASA banned the ad saying it must not appear again in its current form.

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