A beer commercial shown during the football World Cup was too sexy to be shown before the watershed, the Independent Television Commission has ruled.

The television watchdog upheld 69 complaints about the use of sexual innuendo in the Carling Black label advert.

In it, a woman poured beer around the house and her boyfriend was shown licking up the trail which led to her bedroom.

She was waiting there in her underwear, ready to pour beer over herself.

Innuendo

Viewers who contacted the ITC said the sexual theme was inappropriate to be shown before the 2100 watershed.

Others complained the scenes were disgusting and the advert should not have been shown at all.

Many of those who voiced their concerns were parents whose children had seen the commercial while they watched England's matches.

In June the ITC banned the advert before 9pm following 38 complaints from viewers.

We judged it clear from the man's actions and his partner's response to them that he was mimicking oral sex

ITC

Now the watchdog has ordered that it should not be shown again before watershed.

In their defence, the broadcasters said they did not feel the sexual innuendo would be understood by children and the complaints had probably come from parents who were simply embarrassed because they did understand the subtext.

But the ITC said it "judged it clear from the man's actions and his partner's response to them that he was mimicking oral sex".

And ruled the commercial was of a sufficiently blatant adult nature not to be shown before 2100.