Watchdogs have given the thumbs up to a condom commercial shown in cinemas that opened with the words ‘Coming soon... but not too soon’.

SSL International, the maker of Durex condoms said the ad - to run before 15 and 18 certificate films - promoted its Performa brand, which contains "a special lubricant that helps delay climax in men".

Two complaints to the Advertising Standards Authority deemed the ad irresponsible as it could encourage underage sex when screened before of 15-rated films, whilst the legal age for sexual intercourse was 16.

However, the ASA said the campaign could bring “significant social benefits” through promoting safe sex.

SSL said it was unrealistic to believe that 15-year-olds were not sexually active and that the commercial was based on innuendo and featured no crude references.