Firm vows to keep up sex adverts

A company is refusing to take down billboard ads bearing the large slogan "Want longer lasting sex?", despite being ordered to do so by a watchdog.

The Advanced Medical Institute promotes a nasal spray for male sexual problems.

The Advertising Standards Authority is investigating public complaints but said the ads must be removed anyway as they are for a prescription-only drug.

The company involved said it rejected the "bizarre call" to take down the adverts before the ASA's ruling.

The Advertising Standards Authority is looking into whether the ads cause "serious widespread offence", after receiving more than 450 complaints relating to the 200 poster sites where the ad can be seen.

'Important issue'

However, AMI Europe's medical director Dr Michael Spira said: "We're happy to co-operate with the ASA's investigation process, but it is important for all parties concerned that it is able to run its course."

He added: "Censoring ads that prompt men to take action about an important health issue they may be experiencing is a big decision that certainly should not be taken until a full investigation has been completed.

"We are very concerned that the ASA has made this unprecedented and simply bizarre call to suspend this campaign before it has even investigated the veracity of these complaints."

The ASA said the advertising code stated that prescription-only medicines were not allowed to be advertised to the public.

"We have instructed AMI to remove the ad primarily in the interest of public safety. If it refuses to co-operate we will take action to have the ads removed," a spokeswoman said.

She added that the ASA had the power to order ads to be removed before it had completed an investigation.