But while the board acknowledged "there were sexual overtones in the pose, and her consumption of the lollipop", it said that a degree of sexuality in advertising was not unacceptable.

"The clothes can hardly be seen," wrote one complainant to the advertising industry's self-regulator. "This type of ad demeans women."

"The board (notes) that the woman is over 18, is fully clothed in attire that is fashionable amongst young women for summer, and that there is no nudity," its determination said.

"The board also (notes) that consumption of this style of lollipop is now common amongst people over 18."

Lee is believed to paid Richardson, 41, $200,000 to shoot its spring-summer campaign - roughly 10 times what an Australian photographer would earn for the same campaign. If it was paying the provocateur for controversy, its investment was rewarded.