The Advertising Standards Authority has ordered Sky to be more careful with its telly scheduling after it showed a racy condom advert just after a kids' film.
A viewer wrote to the ASA to complain about the Durex ad, which was shown directly after Ice Age 4 at 9.32pm on Sky Movies Premiere.
The concerned telly lover was grumpy that the suggestive commercial was shown when impressionable young minds were likely to be watching.
It showed a fully clothed woman in a boat being fondled by a similarly clad man. Another woman is shown clutching a condom, before the ad cut back to the boat and showed the man being pushed into the water, followed by a bottle of lubricant.
After this, a number of "sensual embraces in a half-sunken boat, a corral and a crowded bar" were shown, before a final shot of a dog with a pair of knickers in its mouth.
"When great sex moves you, nothing else matters," a voiceover said. "Love sex."
This voiceover was found to have "heightened the sensual nature of the ad".
The ASA noted that the "sexual content of the ad was not appropriate for children and we considered the 9pm restriction to be appropriate".
The watchdog said: "Because we considered that the ad had been scheduled around a programme that was commissioned for and likely to appeal particularly to children, including those under 10 years old, we concluded the ad had not met the scheduling requirements arising from the product classification and had been broadcast at an unsuitable time."
Sky has escaped a serious pounding. The ASA ruled: "We told British Sky Broadcasting to take more care with their scheduling in future."