A new advert for a sex toy company set to air on British daytime TV next week - making it the first of its kind to be aired before the 9pm watershed - has caused controversy.
The 30-second commercial for adult entertainment firm Lovehoney, which features a couple kissing passionately with the tagline 'Live a Sexier Life', has been described as "breaking the last advertising taboo" by some newspapers.
Below, you'll find our selection of the top 10 most risqué ads - including many that were banned from broadcast...
1. Lovehoney's Live A Sexier Life advertisement
Lovehoney's 'Live A Sexier Life' commercial is Britain's first ever TV advertisement for a sex toy company to air on daytime TV. Focusing on a couple locked in a passionate embrace, it barely scatches the surface of naughtier ads to follow...
2. Ikea's Tidy Up advertisement
Launched in 2001, this genius series of commercials aimed to draw in a new generation of hip young things to Ikea's flat-pack empire. Envisaging various reasons to tidy up - including a toddler's encounter with a vibrator - it's not difficult to see why they courted controversy.
3. Ann Summers' flick your bean advertisement
A lesson in the art of subtle advertising, Ann Summers' 2005 digital campaign contained no graphic images. However, with the tag line "flick your bean better" from sex toy firm Ann Summers - "the bean flicking experts" - it was bound to raise a few eyebrows, and never aired on terrestrial TV.
4. Kylie Minogue's Agent Provocateur advertisement
Kylie Minogue's infamous Agent Provocateur commercial sees the suspender-clad singer gyrating sexily on a rodeo bull before inviting all the men in the audience to "stand up ... no?" The ad was only allowed to air in cinemas but quickly became a YouTube hit.
5. The Vegetarian Society's advertisement
Who knew vegetables could be quite so erotic? Not surprisingly this ad campaign from the UK Vegetarian Society never saw the light of day on British TV - but the dripping asparagus and sizzling chilli are about as near to food porn as you could ever hope to get.
6. Victoria's Secret Christmas advertisement
When Victoria's Secret aired the first of its titillating Christmas commercials in 2004, it was enough to shock, stun and seduce a global audience of millions. Featuring a line-up of some of the world's best-known models - all modelling the label's saucy lingerie and urging their viewers to "excite me" - its little wonder it created a stir.
7. Zazoo condoms' supermarket advertisement
It stands to reason that a screaming kid is the best advert for contraception there is, but this hilarious commercial from Zazoo condoms perhaps took the message a little too literally. It was banned from European TV but went on to become a YouTube hit.
8. Durex and its sperm army advertisement
Starring a fresh-faced Dominic Cooper, this Durexcommercial is another example of condom manufacturers spelling out their cause just a little too clearly. Featuring an army of adult-sized sperm, it was banned from terrestrial broadcast.
9. Levis' blind man ad
With a supposedly "blind" man watching a woman strip off in the gents toilets, this commercial from Levis was always going to be controversial. It was banned from UK TV but took the internet by storm - we wonder why...
10. Bud Light's banned Super Bowl commercial
This Budweiser commercial was banned from the 2007 US Super Bowl on the grounds of its risqué storyline. Namely, a couple go skinny dipping unbeknownst to their appreciative underwater audience...