COMPLAINTS: Viewers said the saucy ad sexualised VIP e-cigarettes NEWSTEAM

The ad was broadcast during a break in the hit show, which stars Joey Essex and Amy Willerton, and made suggestions that a woman was offering to perform oral sex on a man. It aired after the 9pm watershed and featured a beautiful woman wearing a black cocktail dress staring at the camera and uttering suggestive phrases. “I want you to get it out,” she purrs, ”I want to put it in my mouth.” She even says: “I want to see how great it tastes.”

INVESTIGATION: The Advertising Standard Authority is now looking into the complaints NEWSTEAM

Yeah that VIP advert was awkward in front of my parents Teenage viewer

But then a twist reveals the product being advertised is actually an electronic cigarette branded VIP. ITV bosses were deluged with complaints by viewers who said the ad was in poor taste – and that it sexualised electronic cigarettes. When the advert aired on Monday night Twitter users took to the site to express their shock. Louise Edwards tweeted at the channel’s official account to voice her disgust. She wrote: “I really object to VIP advert just shown on ITV talk about the wrong messages to young people watching I’m a celeb £disgraceful.” One teenager spoke of an awkward exchange with his mum and dad after the advert appeared on their TV.

STORM: The two adverts caused outrage among some ITV viewers NEWSTEAM