"I can't do this anymore": Demi Lovato announces that she will no longer tour 0:44
(CNN) --
Britain's advertising regulator has banned a poster promoting Demi Lovato's latest album as "likely to seriously offend Christians."
The Advertising Standards Authority (ASA) launched an investigation into the poster, which was seen on various sites in London in August, after receiving complaints from four members of the public.
The poster featured an image of the album cover under the caption “HOLY FVCK,” which is also the name of the album.
The image showed Lovato sprawled on top of a large padded crucifix in a bondage-style leather outfit.
Under the UK code for non-broadcast advertising, advertisements must be prepared with a "sense of responsibility" and must not contain anything likely to cause serious or widespread offence.
Why Demi Lovato won't sing pop on her new tour?
0:57
According to the report released by the ASA on Wednesday, complainants "questioned whether the ad was likely to cause serious or widespread crime," while some also suggested it was "irresponsibly placed" where children could see it.
advertising
The watchdog investigated and confirmed both aspects of the allegations, finding that both the language and images used were likely to cause serious offence.
Polydor Records, a division of Universal Music Group, argued that the posters, which appeared on six different sites and were removed after four days, mainly featured the singer's album artwork and denied they were offensive.
Demi Lovato reveals why she returned to using the pronoun "she" ("she")
“We considered the image of Ms. Lovato bound in bondage-style attire while lying on a crucifix-shaped mattress in a position with her legs tied to the side reminiscent of Christ on the cross, along with the reference to 'holy fvck', which in that context would likely be seen as linking sexuality to the holy symbol of the crucifix and crucifixion, would likely seriously offend Christians,” the report says.
Although misspelled, it would be clear to "most readers that the ad alluded to the expression 'holy f**k," he added.
The watchdog concluded that the cartel violated the code and ruled that it "must not reappear in the denounced form unless it is properly directed."
CNN has reached out to Polydor Records for comment.
Lovato's eighth studio album, which was released in August, deals with some tough subjects, including drug and alcohol addiction.
One of the songs, "Skin of My Teeth," was inspired by her health struggles following an overdose in 2018, which caused multiple strokes and brain damage.
She said on the "Spout" podcast that she was sober during the making of the album, something she is "very proud of."
