An ice cream advert for Gelato was banned after readers said it was offensive

Antonio Federici said the promotional material, which appeared in two magazines, was intended to portray the "forbidden Italian temptations" that its Gelato Italiano ice cream represented.

But the ASA announced that the complaints had been upheld and banned the advert from future use.

The company said its advert was intended as a "light-hearted, tongue-in-cheek portrayal".

But 10 people complained to the ASA that the suggestion of a kiss between a priest and a nun was offensive. They said it was demeaning to people who followed a "religious vocation".

"The ad played on the theme of giving into temptation but stopped short of showing the nun and priest kissing," the ASA said. "The ad stated 'kiss temptation' and the two were portrayed in a seductive pose, as if they were about to kiss passionately.

"We considered that the portrayal of the priest and nun in a sexualised manner - and the implication that they were considering whether or not to give in to temptation - was likely to cause serious offence to some readers."

Antonio Federici had argued that there was nothing in the advert, which appeared in the Delicious Magazine and Sainsbury's Magazine, that would cause "serious or widespread offence".

Seven Squared Publishing, who published the titles, said they were aimed at a target audience aged between 25 and 55.

The publishers told the ASA that they felt the material was unlikely to offend their readers but have apologised and said they would not re-use it.