ADVERTS featuring Hampshire model Lucy Pinder have been banned over accusations that they are demeaning women.

The ad for Lynx deodorant starring Celebrity Big Brother star Lucy, 27, prompted more than 100 complaints to the Advertising Standards Agency.

They claimed the ads degraded women by treating them as sex objects.

In a ruling published today, the Advertising Standards Authority accused the company of going too far.

In one Lucy, from Winchester, is in her underwear and bending over an oven door, with the text below stating “can she make you lose control?”

But Unilever, who make the deodorant, said the ads were designed to be playful and not to cause offence.