An ad featuring David Beckham in his underwear has escaped a ban in the U.K. over complaints it is "unsuitable for children."

The British soccer star stripped off for the campaign to promote his H&M underwear line, but a number of angry consumers voiced their concerns to chiefs at Britain's Advertising Standards Authority (ASA).

However, the complaints have been dismissed after an investigation.

"While we acknowledged that some viewers might consider the images distasteful, we concluded the ad was unlikely to cause serious or widespread offence," the ASA said in a statement.

"We acknowledged that the advert might be viewed by some as mildly sexual in nature because David was featured in only a pair of tight trunk briefs.

"However, because the ad was for an underwear range, was not overtly sexual and did not feature explicit nudity, we considered it was not unsuitable for children to see, and was not socially irresponsible."