Controversial Sex Ad Is Axed

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Shepherd's Bush billboard to be removed after complaints

A controversial advert on a billboard in Stowe Road, W12, is set to go after being banned by the Advertising Standards Authority (ASA).

The advert, which is for a prescription-only nasal spray to treat male sexual problems, asks the question: "Want longer lasting sex?" in large red letters.

The ASA says it has received 400 complaints about the advert which appears on nearly 200 billboards across the country.

“The general nature of the complaints is that the ad is offensive, gratuitous and inappropriate for public display, especially as it is unsuitable to be seen by children. The ASA has also challenged whether the advertisement is illegal as it is advertising a prescription-only medicine,” says the advertising watchdog.  

The ASA says it has asked the advertiser, Advanced Medical Institute (AMI), to withdraw the ads pending the outcome of a formal investigation.

“The ASA is investigating the ads under the code clauses relating to social responsibility, prescription-only medicines and decency,” an Advertising Standards Authority statement said.

AMI initially rejected the ASA’s request, saying the advertising watchdog was reacting to "hysteria and pressure from a relatively small group of people".

"We must not overreact. This isn't the first time the word sex has been used in an advertising campaign,” said Dr Michael Spira, AMI Europe's Medical Director. "People in the community are very reluctant to discuss these taboo issues," he added.

But late last Thursday (8 January), the AMI released the following statement: “Due to the unprecedented level of complaints and negative media coverage around our billboards in the UK and because our focus is on helping men with premature ejaculation and erectile disfunction, and not on public rows with the ASA, we have instructed that the billboards be removed as soon as possible.”

We do believe that our position is legally defensible but we take a common sense approach to these issues and would rather focus on providing the help that can change the lives of the hundreds of thousands of men suffering from these issues, rather than on responding to continued debate through the media.” 

10 January 2009