The advertisements, created by WCRS, show couples flirting throughout the day using their mobile phones and then meeting up. In one case a fully clothed couple is shown entangled on a kitchen table.
The ads were cleared for broadcast by the British Advertisers' Clearing Centre (BACC), although not during children's programmes.
Vodafone responded that it had not used sex gratuitously and that flirting is a genuine element of usage. It said the ad was a light-hearted illustration celebrating mobile culture.
Separately, the ITC has received around 40 complaints about a Peugeot 307 campaign which shows a group of islanders anxiously waiting new cars to be delivered from a lifeboat. Despite the fact that the ad, through Euro RSCG Wnek Gosper, was made with the co-operation of the Royal National Lifeboat Institute, viewers felt that the ad trivialised the importance of lifeboats.
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