A Marks and Spencer lingerie advert has been banned by the Advertising Standard Authority for being "overtly sexual" and "social irresponsible."
The advert, which appears on the side of double-decker buses, showed a stocking-clad woman kneeling on a bed with her back arched and legs spread.
The poster received a total of 15 complaints as it was likely to be seen by children and suggested that the images objectified woman.
The watchdog ordered that Marks and Spencer removed all the adverts promoting its Autograph range of lingerie from all its outdoor displays.
"We considered that the pose of the woman kneeling on the bed was overtly sexual, as her legs were wide apart, her back arched and one arm above her head with the other touching her thigh," said the ASA in a statement.
"We also noted that the woman in this image wore 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.
"We concluded that the ad was socially irresponsible."