A raunchy fax sent to advertise weight loss products from a pharmacy website has been branded offensive by the Advertising Standards Authority. 

The fax from Wigan-based Planet Pharmaceuticals advertising the Medbargain website was found to have broken the CAP Code on responsibility, legality, truthfulness, identification and database practice. 

Planet Pharmaceuticals also breached the rules by not responding to the complaint. The ASA expressed its concern at the company's apparent disregard for the CAP Code.

The fax pretended to be a personal message from a woman called 'Clare' to her friend 'Laura'. It included sexual references, and those who complained noted the offensive tone and content of the communication.

"We considered that the tone and content of the fax were likely to cause serious or widespread offence to recipients, most of whom seemed to be small businesses," the ASA ruling said.

"We were also concerned that Medbargain was marketing prescription-only medicines to small business employees in their capacities as private individuals.

"We concluded that the fax breached the CAP Code and told Medbargain not to repeat the approach."

The ASA also found against the company because the fax did not include the name and contact details of the advertiser.