Fashion firm Diesel has been told to take down two designs from a poster advertising campaign by the UK's Advertising Standards Authority (ASA).

It follows 33 complaints to the authority about four Diesel ads, which used the tag line 'Smart may have the brains, but stupid has the balls. Be stupid. Diesel'.

However, two of the brand's magazine adverts were allowed to continue despite the complaints.

Complaints had objected to the campaign, which portrayed models exposing themselves to security cameras.

The ASA acknowledged that none of the ads showed full frontal nudity, but considered that the banned posters contained sexual undertones.

Diesel said there was nothing within the content of the ads that was offensive and that they "did not contain any provocative nudity beyond the usual amounts shown in many swimwear, sportswear or lingerie ads".

The ASA Council (Non-broadcast) ruled that two of the four ads should not appear in poster form again though.