Sex adverts spark hundreds of complaints
The orange posters, sited in various locations around London ahead of a national roll-out, sparked hundreds of letters and emails to the Advertising Standards Authority (ASA), including from the local authority in Harrow.
Cllr Susan Hall said the 4m by 12m (13ft by 39ft) orange poster in Headstone Drive “makes the 18 to 30 package holiday adverts look like nuanced triumphs of understatement”.
The council joined around 250 people to object to the advert, which promotes a nasal spray made by the Advanced Medical Institute (AMI).
The product claims to treat premature ejaculation.
Ms Hall said: “We are no prudes, but there is a difference between adverts which are a little risque – like the Wonderbra commercials – and billboards like these which are just crass.
“I hope that media owners who take the bookings for these commercials will think twice. It would be appalling to have something this crude near a school, for example. I look forward to seeing what the ASA concludes about this completely tasteless campaign.”
The Advanced Medical Institute said no one was available to comment during the holiday period, but in a press release last week it insisted that the 196 London billboards are the start of a national campaign despite complaints.
AMI Europe medical director Dr Michael Spira said: “We’ve said all along that we’re not out to offend anyone – the purpose of our direct advertising is to let men who are suffering sexual problems know that help is available.
“We need to be direct in our advertising because we’ve found men don’t respond to the message otherwise.”
The Advertising Standards Authority has launched a formal investigation following the complaints.
Director of communications Esra Erkal-Paler said: “The majority of people who have complained are saying they find the adverts offensive or gratuitous or inappropriate for public display, especially as they think it is unsuitable to be seen by children.
“One or two said they are near schools.”
The ASA inquiry is expected to be completed early next month.
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