The leaftlet advertised a number of websites run by Comeletsplay.com, and featured four images – including one showing a woman lying on her front wearing a bra and thong, alongside the words ‘Cougar Dating’.
Another image showed a woman’s legs with a thong pulled down to around her knees promoting its ‘No Strings Dating’ site.
The Advertising Standards Authority launched an investigation after one recipient challenged whether the ad was irresponsible, because it was untargeted and used images unsuitable for children.
In its defence, the dating site said it had not received a single complaint, and claimed that “more graphic” images could be seen in lingerie catalogues which were often sent through the post.
But the ASA disagreed, ordering the company to withdraw the leaflet.
In a statement it said: “We considered that the image [for Cougar Dating], which showed partial nudity, was gratuitous. The image [for No Strings Dating] was sexually suggestive, as it implied that the woman was available for sex. We considered both were therefore unsuitable to be seen by children.”
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