Television advertisements for The Sun's "Sexy Week" have been cleared by the advertising watchdog following 48 complaints that they were unsuitable for family viewing and sexist.
Ads for The Sun, The Sun on Sunday and The Scottish Sun which were screened between 7.15pm and 8pm from late April, stated "Sexy Week" or "Sexclusive" with images of celebrities including Myleene Klass posing in a bikini and Chloe Madeley revealing her midriff.
Voice-overs stated: "It's Sexy Week and we have 50 spicy tips for hot sex" and "plus we begin our countdown of Britain's 10 sexiest babes (as voted for by you)".
The Advertising Standards Authority (ASA) said 48 viewers complained that the ads were inappropriately scheduled because the sexual themes and references to sex were unsuitable to be shown around family programmes likely to be seen by children.
Four of the complainants said the ads were offensive because they were sexist and objectified women
News Group Newspapers, trading as The Sun, said there were no images depicting sexual activity, adding that content routinely shown during family viewing times frequently contained more sexual themes and references to sex than the ads in question.
It added that the women featured in the ads were shown in a variety of dress styles, all of which were appropriate for television at any time of the day, and none were in provocative poses.
Rejecting the complaints, the ASA said that while the content of the voice-over was mildly sexual in content, the images were not overtly sexual.
The ASA said: "Because we considered that viewers would be likely to be aware of the kind of articles and images which often featured in The Sun and would view the content of the ad as representative of that publication, and because we considered that content of the ads was not overtly sexually provocative or explicit, we concluded that they were unlikely to cause serious or widespread offence."
It ruled that no further action was necessary.