An ad for cosmetics brand MAC featuring the pop star Miley Cyrus has been cleared following complaints that it was overtly sexual and unsuitable for children.
The billboard and two posters that appeared on the London Underground featured Cyrus wearing a low-cut bodysuit lying on her back with her legs apart, with the posters showing a mirrored reflection of her crotch.
The Advertising Standards Authority (ASA) received complaints from three members of the public that the ads were offensive because they were overtly sexual and inappropriate for display where they were likely to be seen by children.
MAC Cosmetics said the reflected images of Cyrus' crotch were no more than would ordinarily be seen when walking along a beach with women sunbathing or by a pool.
They stated that while the images might be distasteful to some, they did not believe they would cause serious or widespread offence.
Nevertheless, they confirmed that all the media owners they had used had not displayed the posters within 100 metres of a school.
The ASA said some people might find the posters distasteful, particularly in the context of a make-up ad, and it considered that the images in all three posters were sexually suggestive.
However it concluded that they were not overtly sexual and unlikely to cause serious or widespread offence.
However, because the posters were sexually suggestive they were therefore inappropriate for general outdoor display and warranted a placement restriction of not appearing within 100 metres of schools.
The ASA added: "However, we acknowledged that Exterion Media and the other media owners MAC had used did not display the posters at locations within 100 metres of a school."