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A billboard offering "longer lasting sex" to advertise a remedy for male sexual dysfunction has been ruled offensive and in breach of advertising standards.
In a decision released yesterday, the Advertising Standards Authority upheld 38 complaints received about the billboard for the Advanced Medical Institute.
The billboard, on State Highway 20 near Manukau Harbour, had the words "Want Longer Lasting Sex?" and a phone number in red lettering on a yellow background. In the bottom left-hand corner in black type were the words "Nasal Delivery Technology Call the Doctors at Advanced Medical Institute".
Complainants said the billboard was near two schools and there was a high likelihood it would be seen by children. They said it was not clear what the actual product was and the dominant message was sex.
Upholding the complaints, the authority acknowledged that premature ejaculation affected about 30 per cent of men. But it said it was conscious of the public concern at using billboards to advertise matters relating to personal health problems.
It said the combination of the wording, large type size, bold colours and overall size of the billboards promoting a product for adult men to assist with a personal health problem was likely to cause widespread offence.
This was particularly so as it was visible to a very wide audience, including children.
The board said it was of concern that before the billboard was released the Therapeutic Advertising Prevetting Services had identified it as being the likely subject of complaints, but this advice seemed to have been ignored.
