A NEW Cross-based radio station had its billboard advertising campaign banned after it was ruled sexist.

Fusion Radio, ran a racy advertisement featuring the naked torso of a woman with radio dials in place of her nipples.

The ASA judgement said: "The authority considered that the image of the naked torso was sexist and irrelevant to the product being advertised."

The judgement added: "Fusion maintains it had no control over the placement of the poster and regretted the poster had been displayed at inappropriate locations, such as near schools.

"It said it never intended to shock, and apologised for any offence caused."

It concluded the poster was likely to cause serious or widespread offence and told the advertisers to withdraw it immediately.

The ASA received more than 70 complaints about the poster which was placed in 68 prominent places throughout south-east London.

The poster was designed by AMD Advertising, for the radio station.

Group promotions manager Jo Ann Evans said: "It is a little saddening they have called us sexist, as we are nothing of the sort. However, luckily the posters have already come down.

"We will just have to make sure we get permission before running any future advertisements."

Despite the criticism listener figures for the radio station have risen from 4,000 to 10,000 per week, since the campaign started in December.