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A series of hair-styler adverts has been banned after 'eroticising' religious symbols such as rosary beads and the Lord's Prayer.

The Advertising Standards Authority (ASA) said three adverts for GHD should not be shown again as they caused "serious offence" to Christians.

The Archdeacon of Liverpool was among 23 people who complained after the ads were broadcast on television.

In one advert, a woman wearing lingerie was shown sitting on a bed holding what appeared to be rosary beads. Her inner monologue was heard in Italian while on-screen text provided a translation.

"May my new curls make her feel choked with jealousy," the text read. "GHD IV thy Will Be Done," it continued, with the letter T appearing as a Christian cross.

"GHD. A new religion for hair," the text concluded.

Complainants criticised the lifting of "thy will be done" from the Lord's Prayer and said the transposing of the letter T into a cross was offensive to the Christian faith.

In response, GHD owner Jemella said it "had not intended to cause offence".

It claimed the use of the word 'thy' was to "add drama and weight to the intensity of the girls' wishes".

The firm insisted "thy will be done" had been accepted into common usage in a similar way to other biblical phrases such as "turning the other cheek", "give us today our daily bread" and "lead me not into temptation".

In its adjudication, the ASA acknowledged that GHD had used the strapline "a new religion for hair" for the last seven years.

But it criticised the combination of religious symbols such as a votive candle, clasped hands and rosary beads with "erotic" imagery.

A spokesperson explained that "eroticised images of the women apparently in prayer, in conjunction with religious symbols such as the votive candle and the rosary beads, the use of the phrase 'thy will be done' from the Lord's Prayer and the image of the letter t as the cross of Jesus, [are] likely to cause serious offence, particularly to Christians".

The ASA ruled the adverts could not be shown again in their current form.