The advertising watchdog will not investigate complaints about a poster for Times Online that shows a woman in a bra with money stuffed into her cleavage.

The Advertising Standards Authority has decided not to act after assessing several complaints about the poster which publicises the £10m relaunch of the websites of the Times and Sunday Times.

The ASA said in a statement: "We have advised the complainants that we shall not pursue their complaints on this occasion because, in our view and on the facts available to us at present, there does not seem to be a case to investigate under the British Code of Advertising, Sales Promotion and Direct Marketing (the CAP Code)."

Complainants said the poster ad was irresponsible and should not be shown where it can be seen by children.

The ad is accompanied by a quote from Top Gear presenter and Sunday Times columnist Jeremy Clarkson: "Money and rumpy-pumpy are the twin engines powering everything we do".

The Times Online's new digital strategy is to provide "news plus views".

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