Defending the ad, Bognor Motors said the word "mental" was often used in common parlance without serious implication and, as such, is not be considered to be offensive terminology.
The Radio Advertising Clearance Centre had also agreed the word was meant in its "colloquial and innocuous sense" and believed the ad was "unlikely to offend listeners generally, nor was it likely to offend those with mental health problems specifically".
The ad received one complaint from mental health charity The Capital Project Trust, on the grounds it could be offensive to those with mental health problems, a view upheld by the ASA.
The advertising watchdog ruled the ad must not be broadcast again in its current form.
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