Five whole viewers complained to the Advertising Standards Authority about the new Daz advertisement featuring Right Said Fred singing “I’m too sexy for my whites.”

Some parents felt it was an unsuitable ad for children to watch, due to the use of the word sexy.

However the ASA have responded by saying that they will not uphold the complaints and will be placing no restrictions on the ad.

They stated that: “Young children who saw the ad were likely to respond to the humour, rather than viewing it in a sexual context.”

And it added, “We understood that some parents may have felt uncomfortable explaining what ’sexy’ meant, but we nevertheless concluded that the ad was suitable to be shown without a scheduling restriction.”