A shot of the British model lying naked in water while cradling a bottle of Tom Ford Black Orchid received two complaints to U.K. regulatory body the Advertising Standards Authority (ASA).

After a billboard was erected in London, one complainant claimed the image was in view of children and positioned in close proximity to places of worship, while another insisted the advert "was degrading and objectified women".

Responding to the complaint, bosses at Tom Ford Beauty told ASA officials they had stuck to advertising guidelines, insisting the poster was not sexual but artistic and stylised. They also pointed out that most of Delevingne's body is immersed in water and not presented "in a sexual way".

ASA chiefs rejected the complaints, stating on Wednesday (29Apr15) that the billboard could remain in place as they agree the image is not explicitly sexual and does not "appear within the immediate vicinity of a place of worship" or "within 100 m (metres) of a school."