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Poster carrying sex slogan causes offense

Watchdogs have banned a poster carrying the slogan 'Want Longer Lasting Sex?' after it caused 'widespread offense'.

The product advertised by a clinic is a nasal spray claimed to help men in the bedroom.

Posters appeared on 196 prominent sites across the country and upset parents who were questioned by their children about its meaning. The Advertising Standards Authority (ASA) received more than 520 complaints that bright colours and large text - including the word 'sex' - to attract attention was 'unsubtle and crass'.

The posters were used by Australian firm Advanced Medical Institute (AMI) which insisted the language was no longer taboo in a world of lads' mags and explicit TV.

A statement from the ASA said: 'We have instructed AMI to remove the ad primarily in the interest of public safety. If it refuses to cooperate, we will take action to have the ads removed.'

However the AMI said the call for it to withdraw what it described as an awareness campaign was 'bizarre' and that the ASA 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.'