It was hauled before the council for failing to disclose it sold sex toys - what else has this lingerie chain in a twist?

The Advertising Standards Board has been forced to deal with a third series of complaints over store windows at Honey Birdette.

The windows feature a woman wearing red and black lingerie, with the text reading 'Sgt. Pepper. Earn your stripes'.

This is the third time a similar advertisement for Honey Birdette has been brought before the Board.

Last month, the lingerie retailer was also issued with a demand to remove adult products from its Rundle Mall store.

This was after it failed to inform Adelaide City Council that it would sell sex toys.

Adelaide City Council said it would investigate the business over allegations it has breached development laws.

Development laws ban “sex shops” from busy retail areas and family-friendly precincts.

Complaints over the window campaign, also at Rundle Mall, were dimissed by the advertising watchdog.

"The Board noted that the lingerie is available for purchase in store and that is reasonable to expect the advertiser to use available product in the advertising for that store," it ruled.

The chain operates 37 stores nationwide.

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