The advert, which was for an e-cigarette produced by VIP, shows a woman in a black cocktail dress uttering several suggestive phrases.
She says: 'I want you to get it out, I want to see it, feel it, hold it, put it in my mouth, I want to see how great it tastes.'
The sexually charged advert was the subject of a significant number of complaints to the network, with viewers feeling the broadcast time of 9.10pm was still too early and could've been viewed by children.
Many twitter users said the ad was 'cringey' and 'unfunny.'
A spokesman for the Advertising Standards Agency confirmed they are now investigating the ad.
He said: 'Complainants object that the language used in the ads is overly sexual and offensive while others object that the ad sexualises and glamorises e-cigarettes and/or smoking.'
But the co-owner of VIP Miguel Corral defended his advert, saying that it was meant to 'push the boundaries' and be 'tongue in cheek.'
'We take out responsibilities extremely seriously which is evident in out decision not to broadcast the ads before the watershed,' he added.
What do you think? Is it parent's responsibilities to make sure their kids don't watch after the watershed, or is advertising and TV becoming too suggestive and sexualised?