Online fashion house PrettyLittleThing.com has been told 'not to use advertising likely to cause serious offence by objectifying women' after a complaint was upheld.
Watchdog The Advertising Standards Authority (ASA) ruled an ad by the retailer was 'likely to cause serious offence and was irresponsible'.
The complainant had said the YouTube ad, seen in October last year, was overly sexualised and objectified women.
As a result, the watchdog found it breached a number of industry codes.
Manchester-founded PrettyLittleThing said it was aware of ASA guidelines and 'in no way meant to cause any offence'.
The firm said it would remove the ad with immediate effect.
The ASA in its ruling said the ad opened with a woman wearing black vinyl, high waisted chaps-style knickers and a cut-out orange bra, dragging a neon bar and looking over her shoulder.
"The ad proceeded to show women in seductive poses, wearing various lingerie style clothing and holding the neon bars," added the ruling.
"The complainant, who believed the ad was overly sexualised and objectified women, challenged whether the ad was offensive and irresponsible."
In response to the ASA's investigation, PrettyLittleThing said the ad 'highlighted how they supported and promoted diversity through bold and distinctive fashion of all shapes and sizes which focused on different trends'.
"They said they had not intended to create an ad which was deemed offensive and irresponsible," the ruling added.
"They said they worked hard to promote a positive and healthy body image that was inclusive and empowered women.
"Prettylittlething.com provided a mood board to demonstrate the creative theory behind the ad and explained that the ad was inspired by their customers who seek the latest rave style clothing."
But the complaint was upheld.
Other scenes depicted a woman wearing a transparent mesh bodysuit and another in a 'highly sexualised pose which accentuated her breasts'.
"We considered that the cumulative effect of the scenes meant that overall, the products had been presented in an overly-sexualised way that invited viewers to view the women as sexual objects," added the ASA.
"We therefore concluded that the ad was likely to cause serious offence and was irresponsible.
"The ad must not appear again in its current form.
"We told PrettyLittleThing.com Ltd not to use advertising that was likely to cause serious offence by objectifying women."
In a statement to the M.E.N, PrettyLittleThing said: "PLT is aware of the ASA guidelines and strives to ensure all its adverts comply with ASA guidelines.
"PLT is a brand which celebrates all women and body diversity and we in no way meant to cause any offence with the advert in question.
"We will be removing the advert with immediate effect."
The Advertising Standards Authority is the UK's independent regulator of advertising across all media.
