The old adage that “sex sells” has been questioned after a study at Ohio State University has shown that graphic sexual images can actually distract potential customers and make them forget about buying the product, with the same claim levelled against images of violence.

Accordingly, say the US researchers, advertisers need to carefully consider their approach, in terms of the use of these images, and also the sex and violence content of TV programmes and films they sponsor, or show their ads during.