An advert for a London car wash that showed girls in swimwear pouring soapy water over one another has been banned by the Advertising Standards Authority.
The online advert for Belgravia Auto Valet showed two models in bikinis in several provocative poses.
One person complained it was sexist and degrading.
The ASA has now ruled the advert must not appear in its current form.
In its ruling on the adverts, the ASA said: “We considered the images were sexually suggestive and the use of the models had no relevance to the advertised service and was, therefore, demeaning to women.
“Because the images were sexist and degrading to women, we concluded the ads were likely to cause serious or widespread offence.”
It added: “The ad must not appear in its current form.
“We told Belgravia Auto Valet Ltd to ensure future marketing communications were not likely to cause serious or widespread offence.
“We referred the matter to CAP's Compliance team.”
Bosses at the Mayfair-based firm declined to comment.
