Advertisements for Lynx deodorant featuring glamour model Lucy Pinder have been banned for degrading women and treating them as sex objects.
The lads mag model was seen wearing very little and flashing her cleavage in a series of provocative video ads that hark back to the 1970s.
The deodorant is made by multi-national manufacturer, Unilever, which is in the dock for sanctioning the images and demeaning women.
Lynx is marketed using tongue in cheek humour that suggests the men who use it instantly become more attractive, with beautiful women falling at their feet.
However, in a ruling published today, the Advertising Standards Authority (ASA) has accused the company of going too far.