The Advertising Standards Authority this week dismissed complaints that a Greene King cinema ad for IPA beer was degrading to women and unsuitable for children to see.
The ad, shown before a 12A certificate film, showed a woman tied to a bed while her feet were licked by a dog.
The ASA ruled that the commercial was a “light-hearted parody of sexual foreplay” and unlikely to upset children.
The ruling comes after the ASA last week upheld a complaint against a poster ad for Beverage Brands’ WKD for its sexual innuendo, and at a time when Ofcom is proposing to tighten up rules over television advertising that links alcohol with sex.
Senior industry figures are campaigning for Ofcom to rethink some of its proposals after protesting that they go too far in restricting drinks advertising and will create inconsistencies between the rules for print and for broadcast.