SYDNEY: The Advanced Medical Institute (AMI) has today unveiled its response to the ASB’s ruling that its “Want longer lasting sex?” billboards were offensive.
While suggestions from the public included swapping “sex” for “lust” or “love”, the billboard’s second incarnation maintains some of the controversy of the first - a “censored” sticker has been placed over the word “sex”.
AMI CEO associate professor Jack Vaisman said: “We’ve listened to what the ASB has said and we’ve censored the part of the billboard that the ASB considered offensive – the word 'sex'.”
Vaisman said the next few weeks would see all of AMI’s offending billboards altered with new skins to reflect the changes.
“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 that help is available. We need to be direct in our advertising because we’ve found that men don’t respond to the message otherwise.”
Vaisman said the AMI had been working closely with the ASB over the last few weeks to comply with the ASB’s ruling. A spokesman for the AMI said the ASB had been shown the new creative for the billboards last week. An ASB spokesperson was not immediately available for comment today.
The first billboard to be unveiled is on the corner of Bourke and O’Riordan Streets in Alexandria, Sydney.
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