Music magazine NME has been criticised by the Advertising Standards Authority for running an ad for a fashion brand that featured a man putting a gun to the head of a second man.

Fashion brand Fly53’s ad was splashed across a double-page spread showing a man gripping a second man by the throat while holding the gun to his head.

NME said it had a long-standing association with Fly53 and that it was a brand that was expected to be “edgy and provocative” but the ASA ruled that it was “aggressive and threatening”.