Televised last week, the ad used its article on the accidental death of toddler Abbie Livingstone-Nurse on a Cornish beach last month to promote the magazine. Those who complained described the ad as 'insensitive, inappropriate and distasteful', and 'a shameful use of the death of a child'.
The ad, created by DDB London, is no longer running, as the title is a weekly.
Separately, the ASA upheld complaints against an ad for Barclays Bank, which showed the swollen face of a man stung by a bee.
The ad, which received 293 complaints, was developed by Bartle Bogle Hegarty. It showed the man howling, covered in mud and weeds after a series of mishaps.
The majority of complainants said the ad was offensive to people who suffer from allergies, their friends and relatives, as it made light of a potentially fatal situation. These points were upheld by the ASA.
Several complaints were not upheld, including claims that the ad scared children, and was offensive as it was reminiscent of the alleged mistreatment of Iraqi prisoners by UK soldiers - it showed a policeman with his foot on the man's body as another photographed him.
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