Andrex has been told to stop claiming their wet wipes are "flushable" after Advertising Standards Authority (ASA)say they do not meet tests for British sewers.

A website for the Andrex Washlets wipes, seen in April, featured a logo headed "flushable" with text underneath stating: "Look for this label!"

It said: "This means our flushable washlets are specially designed to break down in moving water, so they won't block your toilet if your sewage system is well maintained and you follow the directions on the packaging".

However the ASA banned the ad after Andrex owner Kimberly-Clark admitted that the product did not meet Water UK's 'Fine to Flush' standards and relied on international industry flushability guidelines instead.

The ASA stressed that it had made no judgment on the flushability of Andrex toilet wipes but had banned the ad for failing to make clear that the product did not conform to relevant UK standards.

The ruling followed a complaint from a member of the public that the 'flushable' claim on Andrex wipes was misleading.