The viewers objected to what they considered offensive imagery, which two complainants said was irresponsible because it contained material that they said was unsuitable for children to see.
The ASA dismissed the claims, but not before allowing that the ads were mildly sexual.
We acknowledged that the ad might be viewed by some as mildly sexual in nature, because David Beckham was featured in only a pair of tight trunk briefs, the ASA said in a statement.
However, because the ad was for an underwear range, was not overtly sexual and did not feature explicit nudity, we considered the ad was not unsuitable for children to see, and concluded it was not socially irresponsible.
Read about the launch of Beckham's bodywear collection for H&M
