In the email, a section on children's theatre and plays was headed with two young boys' faces and titled "Doing it for the kids".
It read: "Like Gary Glitter in a sweet shop, you too can have your pick of kiddy treats in London's theatre world. If you don't know what to do with your lovely sprogs, get them off the X-Box and into the theatre. These shows will definitely be their cup of Ribena..."
According to a complainant, the link between children's activities and Gary Glitter, a convicted sex offender whose real name is Paul Gadd, was offensive.
The Advertising Standards Authority said the ad played on contemporary, tasteless humour based on Gary Glitter's conviction in 1997 for possession of indecent images of children.
It considered that the reference to a registered sex offender in conjunction with images of children was likely to cause serious or widespread offence.
Lastminute.com said it regretted that the email had caused offence and gave assurance that it had been withdrawn. It said that its aim was to create advertising thta stood out but accepted that, on this occasion, there had been an error in judgment and the email was inappropriate.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .