A complaint against a music video by pop band LMFAO has been upheld by the Broadcasting Standards Authority.
The video for the song Shots was broadcast on C4 at 7pm on September 11 last year.
Complainant Sue O'Neill alleged the video breached standards relating to liquor, children's interests, discrimination and denigration, and good taste and decency.
The BSA upheld the complaints relating to liquor and children's interests.
The video showed the band at a party where a large number of people were drinking, and that when women drink alcohol in these circumstances they become sexually promiscuous and available for sex.
Lyrics in the song include "What you drinking on? Jaeger bombs, lemon drops, buttery nipples, jello shots, Kamikaze, Three Wise Men ... get me some gin", If you ain't come to party get the f*** out the club, Now where my alcoholics let me see your hands up", and "The women come around every time I'm pouring shots, Their panties hit the ground every time I give them shots", as well as references to fellatio.
In their findings the BSA said the song clearly portrayed excessive alcohol consumption as positive and desirable and therefore was not socially responsible, and also contained offensive language.
The BSA also found the broadcaster TVWorks did not adequately consider children's interests and that its right to freedom of expression did not outweigh the importance of protecting child viewers from this type of content.
"We recognise that for many young people, music videos are a staple in their entertainment diet. Themes which encourage and glamorise sex and sensual behaviour are common and so are themes which encourage partying and alcohol consumption," the BSA said in its findings.
"We acknowledge that the presence of what is available on the internet will inevitably have some impact on what happens in the area of traditional broadcasting. We do not however accept that the absence of standards and controls in the internet sector means that there should be an abandonment of decent standards in the area of broadcasting in which this authority works."
The complaint relating to denigration of women was not upheld, however, as the context of the song was predominantly about excessive alcohol consumption and that the "lyrics in themselves did not carry the level of invective necessary to blacken the reputation of women or encourage the denigration of women as a section of the community".
The BSA considered the complaint of good taste and decency and responsible programming was taken into account when examining the other standard breaches.