An ad for a sex chat line that asked men to decide on their preferred womanly body part - a choice of breasts or legs - has been pulled by the Advertising Standards Authority after a viewer complained about the combination of the question, salacious images, and the number to be dialled to vote.

The ad, which features "close up images of women in varying stages of undress", had been approved for showing after 11pm but, since that approval, the number voters were expected to text had been set to one starting "69" - a code reserved for "services of a sexual nature".

The combination was too much for one viewer who saw the ad on Paramount Comedy 2 and complained to the ASA.

The ASA upheld the complaint, and now such advertisements must be restricted to encrypted channels, after 11pm. ®

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