A Citroen car advertisement has been banned after it sparked a string of complaints from viewers claiming it brought on epilepsy symptoms and caused a seizure.

The ad, which contained flashing images, was broadcast on channels including Sky, ITV and UK Gold.

But 10 people objected to its content, with some reporting the onset of symptoms associated with photo-sensitive epilepsy and one viewer apparently suffered a fit.

The commercial featured scenes in rapid succession and showed the word "YES" flashing an orange background.

In total, the same word appeared some 304 times across the screen, in black and then white writing.

The broadcasters said the ad had been checked by Clearcast, which vets advertisements to ensure they meet required standards, the Advertising Standards Authority (ASA) said.

But communications watchdog Ofcom said it had breached current guidelines.

The ASA ruled the commercial could not appear again in its current form.

"We noted that Ofcom had identified that the ad had met all three conditions needed to be considered a breach of their guidance," it said.

"We also noted that several complainants had told us that they suffered symptoms associated with photo-sensitive epilepsy, including a seizure.

"We therefore concluded that the ad had breached the Code."

Epilepsy, which usually begins during childhood, affects around 456,000 people in the UK - around 1 in 130 people, according to NHS figures.

During a seizure, electrical impulses in the brain are disrupted.

Photo-sensitive epilepsy is brought on by flashing light but this only affects 5% of people living with the condition.

More common triggers of an epileptic fit include stress; lack of sleep; alcohol; illegal drugs or a fever.