THE advertising watchdog has thrown out a complaint against a Brisbane burger joint after they used an image of a woman licking a cow's face to promote their premium beef.

The Advertising Standards Board dismissed the complaint which described the Burger Urge image as loathsome, sick, wrong and perverted.

But the Board ruled most people would realise the image had been photoshopped, and while it would be considered distasteful by most people, it was not overly sexualised or provocative.

The Board also found that while the slogan is open to many interpretations, the most likely is suggestive of eating a burger made from premium beef.

Advertising Standards also received a complaint about media reports that Burger Urge delivered condoms to letterboxes across Brisbane, but that did not constitute a formal complaint.

''They hadn't actually received the advertising material themselves so we confine our cases to things that people have actually received or seen,'' Advertising Standards chief Fiona Jolly said.

Australian Christian Lobby state director Wendy Francis complained to the ASB about reports of the condom promotion, and while she didn't lodge one over the cow image, she still found it offensive.

''It's definitely a sexual sort of image. It says ''get intimate'' so we're not talking about a pet thing. The cow is dressed up as a man,'' she said.

Ms Francis has launched a campaign to make all outdoor advertising G rated and said people should feel confident they wouldn't have to see ``a woman making love to a cow''.

Ms Francis also railed against Burger Urge's condom promotion and said it could catch out children who loved getting the mail.

''I'm not asking for a nanny state. I'm just asking would somebody please make it so that our children are allowed to have their childhood,'' she said.

But Burger Urge owner Sean Carthew said the thought parents could manage the arrival of a condom in the letterbox.

''I don't think that a four-year-old who has no understanding of what it is, is going to somehow change the way they behave. If I did think that, we wouldn't have proceeded with this campaign,'' he said.

Ironically, Mr Carthew's mother received a group email from Ms Francis expressing her anger about Burger Urge's advertising.

''Mum's quite religious and she doesn't have any problem with the image of the cow and the girl,'' he said.

Mr Carthew said the overwhelming majority of people saw what they were trying to do and didn't have an issue with it.

''We do think quite carefully about our promotions. We don't want to cause any damage or do any harm, we just want to have a bit of fun.''

What do you think? Entrepreneurial marketing spirit in an area that is cornered by big-franchise chains or a genuine offence? Have your say by leaving a comment below.