The BBC was criticised today after a radio presenter played a clip of Meg Ryan faking an orgasm during a show broadcast during the time of the school run.
Steve Harris, presenter of the Drivetime show on Radio Solent, played the 10-second recording from the movie When Harry Met Sally when talking about a drug being heralded as the female version of Viagra.
He played the clip immediately after asking listeners: "What would you say if I asked if you were interested in a female version of Viagra?"
After the clip, which he did not inform listeners was from the hit movie, he said: "I thought that might get an enthusiastic response."
The item was broadcast at 4.20pm on Monday.
During the discussion with BBC health reporter Michelle Roberts, the pill, Flibanserin, was described as a "true aphrodisiac" which "improved libido, desire and satisfaction".
Ending the item on the station, which broadcasts to Hampshire, Dorset and the Isle of Wight, Mr Harris said: "I think we will stop this now. This is, after all, a family show."
Vivienne Pattison, director of campaign group Mediawatch UK, said the BBC had "over-stepped the mark".
She said: "I think the BBC made a bit of an error. They must have been having a right laugh but they got a bit carried away in playing this clip.
"If you happened to be a parent picking your child up and hearing that, you would either have had to deal with bouts of sniggering or, from a younger child, you would end up dealing with lots of questions.
"We like to protect children from certain things and there are clear reasons for that and I think they over-stepped the mark in this case."
A BBC spokeswoman said: "It wasn't our intention to offend.
"This was a light hearted intro to an informative discussion utilising one of the best known film clips of the last 20 years. We've had not a single complaint or comment."