Kerry Foods has been rapped for broadcasting a suggestive radio ad when children could be listening.

Some 21 listeners complained to the Advertising Standards Authority about an ad for Mattessons, claiming it was offensive and contained inappropriate sexual innuendo. A further seven listeners said it was unsuitable for broadcast when children were likely to be listening.

The ad, which begins "Mmm, Mattessons smoked pork sausage. Think about all the things you can stick this tasty, extraordinarily large sausage in," features a man asking women which foods they would like to feature the smoked products.

The ASA disagreed the ad was offensive but upheld the second complaint, ruling the ad "could cause harm to children" and had not been appropriately scheduled. It cannot now be broadcast when it is likely to be heard by significant numbers of children.