In England, where "The L Word" airs on LivingTV, it has prompted 646 complaints to the Advertising Standards Authority (ASA), the most complaints a single advert the ASA has received this year.
But the watchdog agency said the images were not sexually explicit and accurately reflected the show's content. The ASA acknowledged the posters had offended some people, but ruled that they were "unlikely to cause serious or widespread offence."
LivingTV (owned by FlextechTelevision, the content division of Telewest Broadband, a broadband communications and media group) argued that the images were "not gratuitous or explicit but referred to the sexual nature of the programme in a playful manner."
The posters were kept away from schools and religious establishments and did not contain anything the public had not seen on posters before, the satellite and cable broadcaster added.