A saucy magazine advert for luxury goods giant Gucci which got UK readers hot under the collar has been cleared by advertising watchdogs.

The picture of a scantily-clad model with her knickers pulled down to reveal her pubic hair shaped into the letter G attracted more than a dozen complaints when it featured in Vogue last month.

But the Advertising Standards Authority on Wednesday said it would not ban the famous fashion label from running the eye-catching ad again.

"The authority considered that the execution had been carefully targeted and that its sexual nature was unlikely to offend the fashion conscious readership," it said.