Durex said the ad was intended to promote safe sex
The UK's advertising watchdog has ruled a billboard poster for a brand of condoms should be removed because it was likely to cause "serious or widespread offence".
The Advertising Standards Authority said it had received four complaints about the poster for Durex's Performa Condoms
The ad featured a number of condoms inflated to create the words "roger more".
Durex's parent company, SSL International, defended the advert, saying the term "to roger" was an "antiquated and comic reference to sex".
They said the poster was "intended to promote safe sex and enjoyment".
We believe that promoting greater
use of condoms is also a socially responsible activity.
Performa condoms contain a small amount of cream it is claimed to delay a man's climax.
The poster included the slogan "Made to make you last longer".
SSL International said it had been warned by the
Committee of Advertising Practice that there may be complaints, but it had not been advised not to use the advert.
The ASA said the poster was not sexist but that the wording was "likely to cause serious or widespread offence".
It rejected a second complaint which said the poster was irresponsible and encouraged people to indulge in casual sex.
John Flaherty, marketing controller for Durex , said: "Whilst we will fully comply with the ASA ruling, we have never believed that advertisements are in any way offensive and we are perplexed by the decision.
"Any outdoor condom advertising will generate some opposition from the
minority who believe that condoms should not be advertised.
"Advertising is a commercial activity but we believe that promoting greater
use of condoms is also a socially responsible activity."