An advert suggesting a kiss between a Priest and a Nun has been banned following 10 complaints from people who felt it was offensive to the Catholic religion.

The images featured as part of a campaign for Antonio Federici Gelato Italiano ice cream and were photographed by Manchester based agency Contrast Creative’s photography division, High Contrast, alongside the client’s creative director Matt O’Connor.

High Contrast also provided the models, props and styling for the campaign which ran in across the food press in March.

Federici defended the ad, saying that it was intended as a light-hearted, tongue in cheek portrayal celebrating forbidden Italian temptations which Gelato Italiano ice cream represented.  

The client said that it considered that, in an age where religion was frequently used in a humorous way in the media, it would not offend the vast majority of readers. They felt this was borne out by the small number of complaints received. 

They considered the ad was unlikely to offend deeply a minority of people. In their view, there was nothing in the ad that was likely to cause either serious or widespread offence.

Antonio Federici also said it the priest and nun were not touching, meaning that it was left to readers to decide on what was happening and that the complaints were more about the implication of the adverts, rather than the adverts themselves.

Despite this, the Advertising Standard Authority (ASA) has upheld complains and said that it breached the decent Code.

It’s assessment read:  “The ASA noted the ad played on the theme of giving into temptation but stopped short of showing the nun and priest kissing.  The ad stated "KISS TEMPTATION" and the two were portrayed in a seductive pose, as if they were about to kiss passionately.

“We considered that the portrayal of the priest and nun in a sexualised manner and the implication that they were considering whether or not to give in to temptation, was likely to cause serious offence to some readers.”