The DoH ad, featuring conversations between friends and partners about which form of contraception to use, is part of the department's wider 'Worth talking about' sexual health campaign.
The radio spot, created by ad agency VCCP, features a voiceover stating: "Talk to a doctor or nurse to find the contraception that's right for you. Search online for worthtalkingabout. Contraception."
It had been cleared for broadcast during daytime hours by the Radio Advertising Clearance Centre (RACC), but only at a time when children under 16 years of age were unlikely to be listening, such as breakfast and drivetime sessions.
A listener claimed that the ad, which went out on Global Radio stations at 3:58pm, was broadcast at a time when many children were likely to be tuning in.
Global Radio argued the drivetime slot is generally considered to be between 4pm and 7pm, but Rajar figures indicated that around 20% of listeners at that time had been under 16 years old.
As a result, the ASA has decided that the ad must not be broadcast again at times when under-16s are likely to be listening.