It wasn’t removed for being crude or indecent, but because it propagates gender stereotypes. The messages we are exposed to through advertising are very simplistic, whereas society is becoming more accepting and creative. Therefore, those messages no longer represent the values many of us want to be shared.
It is difficult for children to understand who they are when they are bombarded with trite expectations every day. Over time, they accept the roles they have been assigned. At that point, another generation is infiltrated by stereotypes and artificial constraints.
In this case, the message is “Girls, you are expected to be attractive for your husband”. That is wrong on many levels. Personally, I’m glad the UK is more aware of this problem than other countries.
It might be important to add that we, having grown up on sexist messages, are likely desensitized. That’s a problem whenever a group of people tries to judge their shared values. Not too long ago, ads like these were perfectly acceptable. It’s only now that we are not regularly exposed to them anymore that they feel offensive.