A saucy radio advert for sausages which encouraged listeners to reveal "where you like to stick yours" was criticised by Britain's advertising watchdog today.

The ads for Mattesons smoked sausages elicited 21 complaints from listeners who said they were offensive because of the sexual innuendo and should not have been aired when children were likely to be listening.

"Think about all the things you can stick this tasty, extraordinarily large sausage in," one advert said.

"Mmm... Pizza, pasta, stir fry. You have any ideas? Give me a call and tell me where you like to stick it."

Kerry Foods, which makes the sausages, said its adverts were intended to be tongue-in-cheek and were not designed to be offensive.

The Advertising Standards Authority did not uphold the complaints about the innuendo because it was not sexually explicit, but said the ads could "cause harm to children".

It ruled the ads should not be aired at times when they were likely to be heard by children.