A sexually explicit direct mailing which guaranteed a 13-hour erection for recipients who purchased a ‘Sex Magnetic Strip’ has been blasted by the ad watchdog, after it was sent with complete disregard for targeting.
The unsolicited mailing included several images of nude and semi-nude men and women in sexual poses and an image of a naked man with an erection. It stated: “Like a million men before you … feel the pull! with the Sex Magnet Magnetic Chip!
“Slip this magnetic chip in your pocket and feel the pull … from the wave of blood filling your penis in seconds anytime you need a stiff erection. Then feel the rushing tide of pleasure. And smile at your new found strong as steel erection power! Sex Magnet will keep you ramrod straight for up to 13 hours. Provides an erection anytime, anywhere.”
But the company behind the campaign, Natural Choice, fell foul of the CAP Code on a number of counts, including making unsubstantiated claims; sending unsolicited explicit material and a failure to advise recipients to seek medical advice. To add insult to injury, Natural Choice also refused to reply to Advertising Standards Authority enquiries.
The watchdog ruled the ad must not appear again in its current form and asked CAP to inform its members of the problem with Natural Choice.
It told Natural Choice to ensure similar marketing communications were carefully targeted in future to avoid causing offence and to ensure it held robust substantiation to support all efficacy claims in future.
