The ad, for a store in Banbury, depicted a woman in a bra and G-string astride a hobby horse with the strapline 'Ride a cock hoarse'.
Ann Summers argued that the ad was tongue-in cheek and used a local nursery rhyme to give it a regional flavour. It also claimed the wordplay would not be understood by children. But the ASA ruled that the poster was likely to attract children's attention and that many would understand it had a clear reference to sex.
Separately, the ASA has upheld complaints against Sainsbury's Bank from the Association of British Travel agents and several independent travel agents about a leaflet for its travel insurance headlined "Don't get burnt by travel agents' prices".
The leaflet claimed the bank offered award-winning cover for 75% less than travel agents, naming Airtours, Thomas Cook and Going Places. The ASA ruled that it was misleading.
Ryanair has been censured for a press ad promoting flights from Stansted to Newquay, with prices starting at £10. The ASA said the ad implied all seats on all flights could be bought at that price, which was not the case.
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