The Durex product on offer is a "vibrating penis ring". It will appear in a 30-second spot, created by McCann Erickson, Barcelona, on Channel 4, Five and satellite channels, and can only be broadcast after 11pm.
The ad follows a couple sitting at a dinner table and the woman has what looks like an engagement ring box in her bowl. She picks it up and it starts to vibrate, she smiles and says: "Yes, I do." The strapline says: "New Durex Play Vibrator. The vibration ring for him to give pleasure to both of you."
However, Durex is unhappy with the strict restrictions placed upon the campaign. It wants permission to show the ad after the usual 9pm watershed, and believes the post-11pm broadcast restriction is too severe.
Martyn Ward, Durex's managing director, said: "There is nothing rude or crude about the ad and we feel this restriction is hypocritical, given the images of a sexual nature you quite regularly see on TV at this time of night."
This is not the first time a sex toy has been highlighted on UK TV however. In September, Germaine Greer and Richard Branson featured in 'Rabbit Fever' -- a mockumentary that had a cinematic release. The film charted the progress of a group of users who are trying to kick the habit of the Rampant Rabbit sex toy.
In the film, the toy manages to ruin the group's lives, as marriages fall apart and women favour the Rabbit over their husbands.
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