A SCOTTISH women's charity has called for consumers and shopkeepers to boycott an energy drink after a flood of complaints to the advertising watchdog about its "sexist" billboard campaign.

Posters have sprung up in Scotland and elsewhere across the UK promoting the product, Pussy, in large letters above the sexually suggestive slogan: "The drink's pure. It's your mind that's the problem."

The Advertising Standards Authority (ASA) has received 90 complaints from members of the public who say it is sexually demeaning to women and unsuitable for children.

Jan Macleod, co-ordinator of the Glasgow-based Women's Support Project, said the adverts had damaged the charity's attempts to changes attitudes towards women and sex.

She said: "The people behind these adverts know what they are doing. It's up to people not to buy this drink. The public does have a sense of humour about sex, but is it necessary to have a drink called Pussy and a slogan which reinforces they are talking about sex?

"If consumers stopped and said to shopkeepers they didn't like it being stocked, they would be helping to make a difference. Parents should be even saying to their children 'do you need to drink that'."

Ms Macleod said the adverts are contributing to an environment where the commercialisation of sex towards young people is acceptable.

She added: "These sorts of campaigns are trying to hook into the notion that if you want to be seen to be up for sex, you need to get over hang-ups about these kind of adverts."

A spokesman for ASA said an investigation had been launched, adding: "We will publish our findings in due course."

Pussy sells about 200,000 cans a month in the UK. The company referred inquiries to the ASA.