The Advertising Standards Authority has launched an investigation into the controversial lesbian poster campaign by internet firm Queercompany.

Ten complaints have been received about the advert, which shows two women kissing on a bed.

"We are introducing a preliminary investigation, which we do after we receive any complaint. We will be approaching the advertisers," said an ASA spokeswoman.

However, the spokeswoman added that the reaction paled in comparison to the uproar that greeted the Opium advertising campaign featuring naked model Sophie Dahl, which was withdrawn following 730 complaints.

A spokesman for Queercompany, which offers online financial products and services to the gay and lesbian market, brushed off the news, saying it was a "very low" number of complaints.

"It is very sad that people should complain about a very tender, romantic image which is not pornographic like the Sophie Dahl campaign," he said.

"But the ASA has rejected complaints against our adverts in the past and we expect the same reaction this time."

The spokesman added that the company has received over 140 emails supporting the poster, and that the police have requested copies for their sensitivity and diversity training programmes.

"People are saying they love the poster and are asking where they can get hold of copies. Obviously it is making a real difference," he added.

Queercompany is bracing itself for further controversy when the male version of the poster is launched in the middle of this month.

Anti-Corp is the advertising agency behind the campaign, after Queercompany split from previous agency St Luke's in September last year.

The ASA has been closely monitoring the Queercompany adverts, which include an image of two men embracing next to the words, "Thank God for Men".