Ann Summers’ radio advert for Halloween has been banned for being too racy.

The lingerie retailer’s advertisment has been blocked by the Radio Advertising Clearance Centre (RACC) after offended listeners complained about its sexual nature.

An RACC spokesman said that the Ann Summers advert contained “fairly overt sexual references in terms of sound effects” and was too strong to broadcast on commerical radio.

Although the advert had a post-watershed time slot the RACC said it breached regulations for acceptable standards. Ann Summers chief executive Jacqueline Gold said that the company had appealed against the decision and wanted to know what the British public felt about it.

The advert for Ann Summers Halloween outfits begins with screams which are later replaced with “screams of pleasure”, according to the retailer.

A spokesman said: “We believe Britons are broadminded and would understand the topical and cheeky nature of our advert.”