Advertisements for an online betting Web site have been banned after industry critics determined they were targeting 16 and 17 year olds by showing scantily clad women.

ThePool.com distributed pamphlets that featured images of barely clothed young women and used the slogan: "Why wait 'til 18? Bet at 16."

After an extensive investigation into the campaign, the Advertising Standards Authority (ASA) deemed the ads as "socially irresponsible" and ordered the company to permanently withdraw all its leaflets and magazine and press advertisements.