The online video ad depicted multiple shots of guys shaking objects in the region in their groins prompted complaints. The ad, hosted on its website, finishes with a scene where a guy standing behind a lady “stops shaking abruptly” when he notices that something had landed at the woman’s back, he then tries to shake it off.

The video closed with a picture of the pre-mixed protein shake in a bottle, in addition to text that reads: ‘We shake for you’.

The ASA acknowledged there has been no overt sexual material inside the ad but didn’t accept My Goodness’ defence that the ad was unlikely to cause widespread offence.

The ruling reads: “We noted that the overall scene, which featured a guy standing behind a lady in a boost, will be understood by adult viewers as indicating that the guy had ejaculated onto the woman’s back.”

It goes on: “The video was unlikely to cause serious or widespread offence amongst that audience [young males].

“However, we considered that most of the online channels hosting the video were more likely to attract a much wider audience who would find the references to public masturbation, and especially to ejaculating on someone else, offensive.”