A Boohoo advert has been banned following complaints it was “sexually suggestive” and “irresponsible”.

The Advertising Standards Authority (ASA) received a complaint that the images shown on the advert were “offensive, harmful and irresponsible”.

“We concluded that the ad objectified and sexualised women. It was therefore irresponsible and likely to cause serious offence,” the ASA said in its ruling.

The advert included a rear view that showed the model kneeling, as well as an upper-body shot that showed the model lifting the T-shirt and exposing skin on her stomach and side.

It was decided by the ASA that it must not appear again in its current form.

A Boohoo Group spokesman said: “We are disappointed by the findings of this ruling because we pride ourselves in our inclusive, body positive imagery.

“Our marketing reflects the vibrant and confident culture of our brand, and is not designed to intentionally cause offence.

“We removed the associated images from our website when we received details of the complaint from the ASA.”

In 2019, the ASA banned a Boohoo advert which contained a heading saying “send nudes”, branding it “socially irresponsible”.