A Bradford-based firm has had its knuckles rapped by the Advertising Standards Authority for sending out packages containing condoms.

The Works, a recruitment agency in Peckover Street, Little Germany, mailed white padded envelopes stamped "Private and Confidential" to 200 businesses.

Inside was a carton of condoms marked "Play It Safe!" and a leaflet headed "Play It Safe This Valentines!".

The packages were intended to promote the firm and give details of a weekend-break competition.

The ASA received two complaints about the direct mailing from people who thought it was "offensive". The firm argued it had used the "memorable marketing material to help it stand out from other recruitment services".

The packages with condoms were sent to firms based mainly in the industrial and construction sectors. Another 200, which did not contain condoms, were sent to other firms which The Works thought would not suit the advertising strategy.

Craig Burton, managing director of The Works, told the ASA feedback on the promotion had been mainly positive, but he had apologised to two recipients who had complained.

Mr Burton said: "We tested the market and made sure we didn't send the packages out to firms which may have found the items offensive, but as with an cutting edge ideas you always run the risk of offending someone.

"We had a really positive response from the idea, about 30 new clients in all, and I also received about half a dozen calls personally praising the move.

"The idea behind it was to be innovative and to reinforce the idea that firms need to care for their staff, the same way individuals have to look out and protect themselves. Condoms are not sex toys, they are everyday items. We have worked with a variety of Aids charities, and at the end of the day condoms save lives.

"We were careful not to send the packages out to anyone who may have been offended and we apologise to anyone who was. The ASA has to do its job and we are sorry if the packages did cause anyone offence."

The firm said it would take into account the complaints when planning future mailings.

The ASA said despite the packages beings sent to specific sectors of industry, that because the letters were opened by individual employees the promotion had "not targeted carefully enough".

It has ruled that the mailing was "likely to cause serious or widespread offence to business customers" and told The Works not to repeat the promotion.