The Advertising Standards Authority said the Coco Mademoiselle perfume spot, which showed Knightley’s photographer undressing her before she undressed herself, should not be broadcast in or around children’s programming because it was unsuitable for kids.
It added “there was clear sexual tension between the pair”.
The spot had been green-lit by Clearcast without scheduling restrictions. The pre-broadcast clearance body had concluded although there was “sexual frisson” between the two “it was more akin to flirtation and there was no kissing or fondling”.
The ASA, however, rejected ClearCast’s conclusion, adding “ it was inappropriately scheduled and an ex-kids restriction should have been applied”.
One complainant had objected to the ad running during Ice Age 2.