"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.
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.
[One ad.] featured an image of the model in her underwear and bending over an oven door. The text stated ‘Can she make you lose control?’.
In a ruling published today, the watchdog said: ‘We considered that the various activities that Ms Pinder carried out were presented in a sexually provocative way, and that alongside the focus on Ms Pinder's cleavage … were likely to be seen as gratuitous and to objectify women.
Criticising the poster, the ASA said the language was ‘clearly intended to imply that using the advertised product would lead to more uninhibited sexual behaviour’. [How AWFUL!!!]
Just the usual feminist hatred of attractive women