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.”
However the majority of board members determined the billboard format meant a larger portion of the community would be able to view the ad and the message would reach beyond its target audience.
In its determination the ASB ruled:
“The text on this billboard although similar to previous billboard advertisements of this advertiser, is more sexualised in nature particularly with the reference to ‘making it bigger’.
In the context of the product/service being promoted, most reasonable members of the community would be likely to interpret the references to “making it bigger‟ to be a reference to penis size.
The overall impression of the advertisement is a clear reference to sexual activity. The Board noted that the advertisement is a large format advertisement which is available for viewing by a broad audience including children.”
The AMI is in the process of changing the billboards back to an earlier, approved version.
This organisation just does not get it! Outdoor space is G-rated, wake up AMI and lift your grubby little game.
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Why is a police station significant?
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