Advert for hands-free mobiles, not used by this driver, was criticised

The Advertising Standards Authority upheld complaints against a newspaper advert for hands-free mobile phone kits and speed camera detectors.

The ad - headed "Beat the ban for less" - showed a driver apparently dialling on her phone while driving.

The ASA ordered Halfords to change the wording on adverts for the products.

It had received complaints that the picture of the motorist dialling "encouraged dangerous practise", while the speed detector "encouraged people to drive above the speed limit".

Halfords said the advert was "intended to reinforce the message that motorists should drive legally and at an appropriate speed" and to promote products that helped them do that.

The watchdog also ruled that using words such as "don't be caught speeding" was likely to condone the use of detectors to break speed limits.

Drinks brand Stiffys Shots was also rapped for using suggestive language in its advertising.

One such advert for the alcoholic drink included the words: "Have you had a stiffy tonight?"

Sexual innuendo

The watchdog also investigated complaints about posters for the Archers Aqua alcoholic drink which showed men with a bottle of the product covering their groins.

Four members of the public had complained the advert was "crude and sexually suggestive".

But the watchdog agreed with the drink's makers Diageo that the adverts were meant to be humorous and the sexual innuendo was unlikely to be considered offensive.

However, the ASA decided the position of the bottles in the posters, together with a headline which read "Something for the ladies", linked alcohol and sex and warned Diageo not to use the same approach in future campaigns.

Slang

The ASA was less accepting of the defence made by Stiffys Shots.

The Scottish firm claimed the name "stiffy" could be used to describe a greeting card, snowboarding move, computer part, ironing board cover and bicycle part.

But the ASA decided "stiffy" was slang for an erection and was not widely used in another context so the advert was "likely to cause serious or widespread offence".

The rulings came as the new communications watchdog Ofcom faced criticism for proposing that the ASA regulate adverts on TV and radio, as well as those in the press and on posters that it currently oversees.

It is expected the ASA would use a new code of practice, drawn up by the advertising industry, to rule on complaints.