The ad watchdog has thrown out complaints about the latest "filthy" billboard from premature ejaculation treatment house Advanced Medical Institute, arguing the use of euphemisms is a "tasteful and subtle reference to sex".
The neon-yellow billboard ads, the latest from the same company that produced the infamous “Want longer lasting sex?” billboards banned in 2008, read: "Its time! Oral Strip to last longer making love!"
Complaints to the Advertising Standard Bureau (ASB) stated the billboards were “entirely inappropriate” and were in “areas that are heavily frequented by primary and secondary school students”.
“It is very upsetting that such an ad can be put up at all,” wrote one complainant. “This does not reflect community attitudes to sex ... community standards would say this is not appropriate.”
Another complainant wrote: “It is inappropriate for kids to see this filth in a huge in your face billboard. I am not a prude by any stretch of the imagination but there are places for everything and this is not the place for this ad. I find it offensive on a moral and religious basis.”
The AMI has rejected their claims, arguing the billboards treat sexuality “with sensitivity” and does not feature sexual language, nudity or imagery. “The language used on the billboard is conservative and considerably less confronting than numerous other billboards for AMI services and the services and products of other advertisers which have been approved by the board.”
The ASB ruled the ads were “at the upper end of acceptable” but not in breach of advertising standards, despite the billboards being in public places where children were exposed to the ad. “In contrast to some previous advertisements from this advertiser, this version of the advertisement was not so blatant, with 'last longer making love' being a more tasteful and subtle reference to sex.”
The watchdog has previously banned ads from AMI, including the infamous billboards which read: “Want longer lasting sex? Nasal delivery technology. Call the doctors at Advanced Medical Institute.”
The ASB was inundated with complaints from the public about the billboards in 2007 but initially dismissed the complaints on grounds of the ad being about a medical or clinical product.
The following year, however, the ASB – still receiving complaints about the ad – banned it upon reconsideration, stating “a shift in community standards” rendered it “unacceptable” and to be in breach of the code.
AMI agreed to adhere to the ruling, but caused a further furore by placing large stickers reading 'censored' across the word 'sex' on all 120 billboards it had been ordered to take down or replace.
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