AMI ads banned by ad watchdog again

An outdoor ad for the Advanced Medical Institute (AMI) that says “Making Love… Make it bigger and last longer” has been ordered to be removed by the Ad Standards Board.

The ad drew complaints based on its location near schools. One said: “The reference to ‘make it bigger’ – obviously referring to penis size – is exploitative and degrading, reinforcing men’s and boys’ anxiety about their bodies. The billboard is on a train line, near a school and police station. It is adding to the sexualisation of our society and impacting our children with messages of sex all around them.”

The AMI has been a serial offender for the Ad Standards Board with other outdoor executions promoting “longer lasting sex” also banned.

AMI argued: “The advertisement does not use discriminatory language of any kind. It does not seek to be critical of persons in any way and deals with these legitimate medical problems in a positive way. In making these comments the advertisement makes an inference that people who have this condition are not uncommon and should not be embarrassed about their condition.”