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The Advertising Standards Authority launched an investigation after receiving two complaints that pointed out the poster appeared in close proximity to schools. The poster was displayed at 1,000 sites around the UK.

Both complainants believed it was inappropriate for the poster to be seen by children. It also featured the line "My body's a big deal".

ITV said the show, in which Piper played a high-class prostitute, was aimed at adults aged 18-34, but did not believe the poster was likely to cause offence.

The commercial broadcaster said it had deliberately avoided any references to prostitution and drew a comparison with similar ads in which models wear underwear to promote high street stores.

It added that they believed the term "call girl" was likely to be understood by adults only.

The ASA ruled the image was not explicit and agreed with the comparison with ads for lingerie and designer fragrances.

It said: "Given that the image and the language used were not overtly sexual we concluded that the poster was unlikely to cause mental or moral harm to children."