An advert for a protein shake that "alluded to masturbation" has been banned by the Advertising Standards Authority (ASA).

For Goodness Shake's 90-second commercial, which featured men appearing to masturbate in various locations, was banned from TV after a number of complaints.

One scene in the tongue-and-cheek clip seems to depict two men masturbating together in a bathroom while another suggests that a man ejaculated on to a woman's back in a lift.

The ad was embedded in a marketing email with the tag question, "What's going on here?"

The ASA said despite the humour of the ad, it was "likely to cause serious of widespread offence".

"We considered that many of the other online channels that hosted the video, such as a news and entertainment websites, were likely to appeal to a wider audience who would find the references to public masturbation, and particularly to ejaculating on another person, offensive," an ASA spokesperson said.

For Goodness Shakes said the advert was "truthful".

Marketing director Alex Brooks told IBTimes UK: "We're surprised and disappointed by the ruling. The viral achieved just short of a million views, which proved it was enormously popular and, judging by the comments, very much enjoyed by the target audience.

"The creative hit the spot - it was insightful and truthful about the embarrassment many people feel using old-fashioned protein shakers in public. The ASA ruling was initiated by one complaint only."