French Connection UK has been banned by the Advertising Standards Authority (ASA) from re-running an advert in a London newspaper after the authority deemed that parts of the ad could be "likely to cause serious or widespread offence".

The advert had been designed to promote the opening of the company's new Oxford Street store, which the company has claimed is its biggest store in the world.

Phrases contained in the Evening Standard advert included naming the store the "worlds biggest fcuk" and "the arrival of the fcuk of your dreams".

The company had appealed against the ASA ruling saying that people recognised the name fcuk as French Connection UK and would not misconstrue it as an expletive.

French Connection has been told not to repeat the advert which received one complaint.