A total of 41 nationwide complaints about two posters, which featured the phrase "Come online and play the sex organ", were made to the Advertising Standards Authority by the public on the grounds that they were offensive, demeaning to women and irresponsible.
The headline on one poster stated: "Trojan brand condoms out now, only £3.99 for three". It was styled as a magazine cover. Underneath was a photograph of a woman with her eyes closed and her mouth open.
The poster contained a number of magazine-style headlines such as "Amazing! Secrets of sexual pleasure revealed! I've never tried anything like this before" to "It's the new must-try condom. It gives you both a lovely warm feeling". The poster also featured the line: "Come online and play the sex organ."
A second poster, which featured a man in the same pose, was also complained about.
Carter Products, which manufactures the condoms, defended the ads on the grounds that there were always people offended by condom ads. It said that its advertising had to make an impact to promote safer sex to young people. It drew attention to headlines that had recently featured on the covers of women's and teenage magazines.
The ASA acknowledged that the advertisers wanted to promote safe sex and did not find the ads demeaning to women or promoting promiscuity.
However, it objected to the headline "Come online and play the sex organ" because it could encourage children to go online and view sexually explicit material. It asked Carter Products to ensure in future that references to the website were only used in targeted media.
Earlier this year, Trojan racked up 209 complaints about its TV ad, which portrayed a simulated female orgasm, on the grounds that it was explicit and inappropriate. However, Ofcom cleared the ad because it was shown after the 9pm watershed.
Meanwhile, its "Sex Olympics" viral campaign, created by the Viral Factory, was named the best online creative of the year this summer by the Interactive Advertising Bureau.
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