The Radio Advertising Clearance Centre has blocked a radio advert for Ann Summers, saying it contained fairly overt sexual references in terms of sound effects.
The commercial was advertising Halloween outfits and features "screams of pleasure", says the Independent.
The newspaper says the commercial begins with the sound of screams, which are replaced by screams of pleasure. A voice can then be heard to say: "Tight, short, low-cut. Ann Summers dead sexy Hallowe'en outfits with £5 off. In stores, online and at parties."
The RACC said the ad breached advertising regulations governing taste and offence. Ann Summers has since appealed against the decision.
"We believe that Britons are broad-minded and would understand the topical and cheeky nature of our advert," said a spokesman for Ann Summers.