Australian Advertising Regulators Ban Impotence Billboards.

A series of billboards advertising treatments for common sexual problems, including erectile dysfunction have been banned in Australia because of the provocative nature of their message.

The Australian Medical Institute had put up these Billboards to encourage men with erectile dysfunction problems, who might be too embarrassed to see a doctor, seek help for their condition. What seems to have created a controversy is the slogan that's displayed prominently on the billboards. It reads, "Want longer lasting sex?" There are about 120 such billboards displayed across the country, and complaints about the provocative message were quick to flood in. Most of the complainants were parents of young children, who claimed that the offensive billboards brought the subject of sex before their children. They also alleged that the billboard was an attempt to sexualize children.

The complaints have begun to come in fast and furious ever since the billboards first began appearing in February of last year. Now, the Advertising Standards Board, which is the self regulatory body of the advertising industry, has overturned its earlier decision to dismiss these complaints. According to the board, the number of complaints that continue to flow in against the billboards had led to its decision to overturn its earlier ruling.

The Australian Medical Institute chief executive, Associate Professor Jack Vaisman has defended the message contained in the billboard. According to him, there is plenty of evidence that indicates that a very small percentage of men who suffer from erectile dysfunction problems actually go ahead and seek treatment for these. In fact, according to Dr. Vaisman, the percentage is as low as 11%. There was a pressing need, he insisted, for men who suffer from erectile dysfunction problems to be made aware that there are treatments available for their condition. He also noted that the message had to be direct, because men tend not to respond to indirect messages.

Among the Australian public, opinion seems to be firmly divided between people who are angered at the hypocrisy of the Advertising Standards Board, and people who are glad that the billboards will not be visible again. The Australian Medical Institute has also raised the issue of hypocrisy, evident in the decision. According to them, the billboards had no nudity or scantily clad woman as is commonly found in a range of advertising, for products from cars to soft drinks. When such blatant images of sexuality can be portrayed in advertisements promoting products, why, they ask is it so unacceptable for a slogan to be on a billboard promoting help for erectile dysfunction?

It does seem a little hypocritical. It could also be derailing what has so far been a very effective campaign to treat erectile dysfunction. Ever since the billboards were installed, there have been as many as 1000 calls each day from men wanted to know more about ED treatment.

The Institute is currently working on new copy, and the billboards will be taken down by the end of the year. Radio ads that also included the phrase "special cuddles" deemed suggestive to kids, will also be discontinued.

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