Marks and Spencer's Christmas advert featuring actor Philip Glenister has been branded as sexist.
The Advertising Standards Authority is looking into eight complaints from viewers about the Christmas wouldn't be Christmas without... ad.
Glenister, who played chauvinist DCI Gene Hunt in the BBC show, says: That girl prancing around in her underwear.
The ad cuts to a model, wearing a bra and knickers, who asks: Moi? M&S said the complaints had come as a surprise.
The French underwear model Noemie Lenoir, who twirls around in a winter woodland scene, is a regular in Marks and Spencer's advertising campaign, alongside Myleene Klass and Twiggy.
An ASA spokeswoman said eight people had been in contact to complain that Glenister's comment, coupled with the shot of Lenoir in her underwear, was demeaning to women.
The advertising watchdog will now consider the complaints and decide by the end of next week whether to launch an investigation.