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Saucy ads too offensive for UK - but not for us

SIX raunchy adverts for Lynx-branded men's toiletries have fallen foul of an advertising watchdog after a flood of complaints.

The ads, which were shown in Ireland, have been banned by Britain's Advertising Standards Agency.

A poster for shower gel and five internet adverts for Dry Full Control deodorant cannot now be used in the UK after they were found to be degrading to women and likely to cause widespread offence.

The shower gel advert, which was circulated in July, attracted 113 complaints. The poster depicted a bikini-clad woman under a shower at a beach, with the headline: "The cleaner you are the dirtier you get."

The ASA said the poster "was likely to cause serious or widespread offence", particularly to members of the public accompanied by children, because it objectified women.

Internet adverts for Lynx Dry Full Control deodorant which featured Lucy Pinder in a series of provocative poses also attracted 15 complaints.

The five adverts, which were shown on sites including Yahoo, Hotmail and Spotify, showed the glamour model eating an ice lolly, stripping wallpaper or bending over an oven door.

The ASA concluded that the adverts were degrading to women and irresponsible because they had been placed on two websites which "were not protected through age verification or other similar targeting".

A spokesman for Lynx said said its adverts often provoked diverse reactions and opinions/

But it was never the company's intention to cause offence."