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However, "overtly sexual images" will not be acceptable for any use in public.
This could include "ads which draw undue attention to body parts, such as breasts or buttocks, in a sexual way", the ASA warns.
The American clothing company Abercrombie and Fitch caused controversy when it ran a campaign in 2007 showing models in a series of revealing pictures.
Posters which show "sexually suggestive" pictures will be subject to "placement restriction", and the guidelines warn this could include images where a couple are fully clothed, but in a "passionate clinch".
(Photo by Mark Cuthbert/UK Press via Getty Images)NEW YORK, NY - APRIL 27: Actress Meghan Markle attends Glamour and L'Oreal Paris Celebrate 2016 College Women Of The Year at No Mad Hotel Rooftop on April 27, 2016 in New York City.
(Photo by Nicholas Hunt/Getty Images for Glamour)Britain's Prince Harry arrives at Lord's cricket ground in London on October 7, 2016, to participate in a Coach Core sports coaching apprenticeship programme event.
Before getting into politics, Barack Obama was just another kid trying to figure out life.