A letting agent that used an image of a topless woman in a poster asking landlords if they would like to see “this level of exposure” for their properties has been told the advert must not be used.

Although the woman had her back to the camera and her ******* were not on view, the Advertising Standards Authority upheld a complaint against the firm, Acquisitive, of Bournemouth.

The complainant said the advert “objectified” women. Acquisitive argued that the advert could not have caused serious or widespread offence because it had been displayed for over a month. The advert had been tested on staff, tenants and landlords to get their opinion, and the image was chosen by a committee of their female staff members.

The firm argued that the advert had shown tongue-in-cheek humour.

The advertising watchdog acknowledged that the poster did not feature explicit nudity. However, it said that use of the image bore no relation to the lettings service offered by the advertiser, and agreed with the complainant that the advert did objectify women.