A perfume advert that attracted complaints because it featured Cara Delevingne posing naked, "does not degrade or objectify women," according to an advertising authority.
The poster for Tom Ford Black Orchid appeared on the corner of Brick Lane and Hanbury Street in East London and showed supermodel Delevingne lying naked on her front.
One person complained that the ad was inappropriate for display where children could see it and where there were churches and mosques nearby and another believed it was degrading and objectified women.
Responding to the complaints, Tom Ford Beauty said the ad was "sensuous but not sexual", as Delevingne's pose and facial expression were classical and had been depicted in art over the years.
They reasoned that the ad was not subject to any placement restrictions because it was not "sexually suggestive", adding that the poster appeared in a "hip urban neighbourhood in which commercial advertising of a similar artistic aesthetic was common".
The company said the ad was about 100 metres from the closest mosque and more than 300 metres from the closest church and not near any schools.
The Advertising Standards Authority (ASA) said the ad was not sexually explicit but was sexually suggestive, and stated a placement restriction was unnecessary because it was not posted within 100 metres of a school.
It said: "We understood that because of its size and location on a busy urban street, the ad would be very noticeable to passersby and that attention would be drawn to the poster space regardless of its content and that in this case it may have been more noticeable because the model was clearly naked.
"However, we noted the ad did not appear within the immediate vicinity of a place of worship and that the area in question was a busy, diverse and popular area of London.
"We therefore considered the ad had not been placed inappropriately."
It added: "Whilst we understood some viewers may have found the image distasteful because of the nudity shown and implied, we considered the image itself was unlikely to cause serious or widespread offence and that it did not degrade or objectify women."
100 Controversial Adverts
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Open Image ModalSean John's Unforgivable Woman fragrance.
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Open Image ModalSaatchi and Saatchi's campaign for The Conservative Party ahead of the 1979 general election.
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Open Image ModalDurex.
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Open Image ModalSisley fashion brand.
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Open Image ModalLinford Christie stars in Kleenex's tissue advert.
(07 of100)
Open Image ModalWonderbra's infamous advert.
(08 of100)
Open Image ModalLynx.
(09 of100)
Open Image ModalBMW.
(10 of100)
Open Image ModalBaF's anti-domestic violence ad.
(11 of100)
Open Image ModalRed Tape menswear fashion brand.
(12 of100)
Open Image ModalControversial French anti-smoking advert,
(13 of100)
Open Image ModalMacDonald's.
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Open Image ModalQSOL service provider.
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Open Image ModalNSPCC
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Open Image ModalA German MacDonald's advert.
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Open Image ModalHeinz.
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Open Image ModalCadbury's.
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Open Image ModalLevis.
(20 of100)
Open Image ModalMiquita Oliver in Women's Aid advert.
(21 of100)
Open Image ModalAdvert for Chicolate chocolate substitute.
(22 of100)
Open Image ModalSkin Burn, anti-smoking ad
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Open Image ModalBarnardo's.
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Open Image ModalTipalet cigarette advert.
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Open Image ModalBenetton
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Open Image ModalTG4 television program entitled 'Paisean Faisean'.
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Open Image ModalCourage beer.
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Open Image ModalBudweiser.
(29 of100)
Open Image ModalBarcardi rum.
(30 of100)
Open Image ModalAmnesty International
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Open Image ModalSkyy alcoholic drink.
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Open Image ModalAmnesty International
(33 of100)
Open Image ModalAmnesty International
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Open Image ModalAnti binge-drinking advert
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Open Image ModalVan Heusen
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Open Image ModalBMW
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Open Image ModalPitney-Bowes Postage Meter
(38 of100)
Open Image ModalGovernment anti-drug driving advert
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Open Image ModalAnti-abortion advert
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Open Image ModalAdvert against verbal abuse
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Open Image ModalFabrica
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Open Image ModalBenson & Hedges
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Open Image ModalAmerican Apparel
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Open Image ModalAmnesty International
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Open Image ModalPost-It
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Open Image ModalAn M&C Saatchi advert for St Matthew's in the City in Aukland, New Zealand.