A series of sexually provocative adverts for Lynx deodorant and shower gel have been banned by the advertising watchdog following more than 100 complaints.
One provocative poster for shower gel and five internet adverts promoting one of the brand’s deodorants must not appear again in their current form.
The poster, which attracted 114 complaints, showed a woman clutching her undone bikini top on a beach. It was accompanied by a caption, saying: “The cleaner you are the dirtier you get”.
But now the Advertising Standards Authority has ruled that the poster “was likely to cause serious or widespread offence”.
The brand’s internet adverts featured glamour model Lucy Pinder. One of the ads featured various close ups of her chest accompanied by the text “Play with Lucy”.
Another of the ads featured a picture of the model bending over an oven door whilst wearing only her underwear. It was accompanied by the text “Can she make you lose control?”
In its ruling on the internet ads the ASA said that they were “likely to be seen as gratuitous and to objectify women” and would also be seen as “degrading to women”.
A spokesman for Lynx said: “As an advertiser we strive to be responsible and observe strict guidelines for all brand communications.
“Lynx adverts often provoke diverse reaction and opinions but its never our intention to cause offence.”
Earlier this year Jack Wills, a prominent British fashion brand, had “overtly sexual” images banned from its catalogue by the advertising watchdog.
The ASA said the images of partially nude models engaging in scenes of a sexual nature were “offensive and unsuitable”.
Jack Wills defended its publication claiming it targeted university students aged 18 and over, but the ASA banned the pictures saying the “provocative” images “present a risk to younger teenagers”.