Ben & Jerry's ice cream adverts have been removed after they were placed on billboards within 100m of a primary school.

Posters for the firm's Moophoria Light range - showing a tub of salted caramel brownie flavour and another of chocolate cookies and cream - were put up near two London schools.

Bosses at Children's Food Campaign complained to the Advertising Standards Authority (ASA), saying the ads were for a product which was high in fat, salt or sugar (HFSS) and were "directed at children".

The posters included photos of tubs of the ice cream - which contains just under 130 calories in an 100ml serving - along with the text 'New Moophoria Light never tasted so right'.

Chiefs at Unilever, which bought the brand in 2000, said the 'Ben and Jerry's audience' was 18-35 year olds and that it was its policy not to advertise to children - whether it be online, TV or in outdoor ads.

It said it was "disappointed" that the billboards had been "mistakenly placed near schools" and said they were removed immediately.

The ASA has told Unilever not to display the ads close to school again.