Shark's UK manager Sylvia Marks, who oversees marketing, is to take another look at the strategy, which Shark had been due to continue in two TV ads this autumn.
The ASA received 12 complaints about the print campaign by Tequila. The advertisements used pictures of scantily dressed men and women marked with love-bites, bruises and scratches, and introduced the strapline 'Bring out the Beast'.
Complainants objected that the images were offensive because they condoned sexual violence. The company argued that the ads were humorous and intended to portray "a playful encounter with a partner". It pointed out that it had consulted the Committee of Advertising Practice and changed some words and cropped some images to comply with its advice.
Despite these changes, the ASA found that the posters were sexually explicit and could be seen to condone sexual violence. It has ordered Shark to remove the posters, which have been in London tube stations for several weeks.
Despite the ruling, Marks is expected to press ahead with the UK expansion of the Shark brand. This includes a tie-up with nightclub operator First Leisure. Shark will stage a series of club nights called The A-List, at First Leisure venues around the UK.
During each A-List event, the venues will have a Shark Bar and staff will wear Shark-branded caps and T-shirts. VIP tickets can be obtained by calling a freephone number, which will be publicised in an eight-week radio campaign on Kiss FM.
Shark made its UK debut earlier this year in a bid to challenge secondary brands such as V and Red Devil.
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