A Halloween radio ad for the lingerie retailer Ann Summers has been banned for causing likely offence to listeners, a broadcasting regulator has said.
The Radio Advertising Clearance Centre (RACC) blocked the ad - which a spokesman said contained "fairly overt sexual references in terms of sound effects" - despite Ann Summers applying for a post-watershed time slot.
The commercial begins with the sound of screams, which are later replaced by "screams of pleasure", according to the retailer.
A voice-over can then be heard to say: "Tight. Short. Low-cut. Ann Summers dead sexy Halloween outfits with £5 off. In stores, online and at parties."
A spokesman for the RACC said the ad breached advertising regulations governing taste and offence according to acceptable general standards.
"The ad contains fairly overt sexual references in terms of sound effects," said the spokesman. "We believed that it was too strong for broadcast on commercial radio, notwithstanding timing conditions."
Ann Summers chief executive Jacqueline Gold said: "We have appealed the decision made by the RACC and would love to know what the great British public think.
"We are proud of our brand that always sparks debate and we hope this gets people talking about sex in a positive way."
An Ann Summers spokeswoman said: "Our latest and most saucy advert for Halloween has been banned by the RACC for being too sexy, even for advertising post-watershed.
"We were happy to accept a watershed slot for the advert. However this was not accepted by the RACC. The response from the RACC has made us question 'What is too sexy?'"