Retailer's reputation as a paragon of family values fails to save it from rebuke by advertising watchdog

This article is more than 8 years old

This article is more than 8 years old

Marks & Spencer's reputation as a paragon of family values has not saved it from a rap across the knuckles from the advertising watchdog, which has banned an "overtly sexual" lingerie ad.

M&S ran two poster ads featuring scantily clad models on the side of buses as part of a campaign to promote its Autograph lingerie range.

The Advertising Standards Authority received a number of complaints that one of the ads featuring two lingerie models – one pictured lying on her side, the other kneeling on a bed – was unacceptable because it was sexually suggestive and likely to be seen by children.

M&S said that the ads were in no way offensive and had been shot in a "filmic and atmospheric style".

The ASA said the shot of the woman kneeling on the bed was "overtly sexual" because her legs were wide apart, her back was arched, she was touching her thigh and wearing stockings.

"We considered that the image was of an overtly sexual nature and was therefore unsuitable for untargeted outdoor display, as it was likely to be seen by children," said the ASA, which banned the ad from running on buses. "We concluded that the ad was socially irresponsible."

In October the ASA moved to toughen its stance on raunchy advertising, after the David Cameron-backed Bailey report into the commercialisation and sexualisation of children called on the industry to limit sexualised imagery near locations such as schools.

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