Luxury lingerie chain Agent Provocateur has had its knuckles wrapped over a “sexually graphic” advert.
The video, which was displayed on the Agent Provocateur website, featured a nightgown-clad woman being dragged around by other women dressed in revealing underwear.
The Advertising Standards Authority (ASA) said the ad must not appear again unless suitable precautions were taken to avoid it being seen by children, having received a complaint about it being irresponsible because of its lack of age restriction on the website.
The authority said the ad breached the code of social responsibility, with erotic and fetish-style scenes featured that some viewers would not find suitable for children.
The ASA added: “Because of the sexually graphic, and at times distressing, nature of the video and the potential for children to share a web-link relatively easily we concluded that it was unsuitable for display on an openly-accessible website where it might be viewed by children.”
A spokesperson for Agent Provocateur said: “Agent Provocateur has always produced original video and photographic content that at times has been controversial. This video is no exception. It was produced nearly one year ago and has received only one complaint in its time on the Agent Provocateur website.
“Agent Provocateur understands that not all of its content will be appreciated by every viewing audience and out of respect to this one complaint have decided to put a brief warning before this particular video to ensure viewers are alerted to its content. Our customers are incredibly important to us and whilst we do not wish to offend we do hope to provoke – something the majority of our customers value us for.”