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Transport for London’s (TfL) advertising agent, Exterion Media has banned an advertising campaign from dating app Lumen claiming that the ad sexually objectifies the model.

The campaign features 58-year-old Paul Orchard, wearing only braces, holding a phone with the tagline: “Pull a cracker this Christmas.”

According to the Evening Standard, Exterion in an email pointed out that the advert was not compliant with Committee of Advertising Practice guidelines and could be seen as objectifying the man and his physique.

However, Lumen has replaced the campaign with a toned down version of the ad.

Lumen co-founder Charly Lester said: “This campaign is only meant to be a bit of fun. I didn’t think it would get banned, I thought it was funny. I don’t think it is rude — it is cheeky.

"Our app is all about anti-ageism, body confidence and being yourself, so to have this banned is a bit depressing. It’s ridiculous and absurd.”

Paul Orchard said: “I’m surprised these ads have been banned, especially when you consider the other images you regularly see on the underground of younger people wearing much less than I am. We worked hard to ensure the photographs were tasteful as well as fun, and it’s a shame TfL don’t see it that way.”