Since Lovehoney Group’s undeserving run-in with the censorship police last year, they’ve gotten more creative with their ad campaigns. Last June, they produced a TV commercial for a pleasure-inducing shower head that ran in the United Kingdom before 9 p.m., a significant breakthrough for the industry. However, since the product couldn’t be shown on screen, they had to get inventive to adhere to advertising regulations, a roadblock they face often.
Now, the sex toy retailer is using humor to call out the ASA, which is basically the United Kingdom’s version of the FCC. Launched last week, Lovehoney Group’s “Not a Sex Toy” campaign features cheeky commentary alongside various household objects that people have been known to use for sexual pleasure.
A favorite among supporters depicts an electric toothbrush surrounded by text that reads, “Thanks to censorship, we have to use this in our ads. But you deserve better.” Some of their other ads within the campaign feature objects such as a pillow, cucumber, and dryer, each notifying the public, “You deserve better.”
The ads are a clear message to the ASA that Lovehoney Group is tired of their advertising restrictions that are contributing to the stigma surrounding sex toys and sexual pleasure. Lou Kelly, a representative from the creative agency Lovehoney Group partnered with on this campaign, spoke further on the message behind these ads, saying:
We’re thrilled to be launching the ‘Not A Sex Toy’ campaign with Lovehoney, in a bold way that will ensure our message gets cut through to a wider audience. Sexual health and wellness should be a conversation we are proud to address, and we are excited to help Lovehoney do so.
Lovehoney Group’s lengthy battle with the ASA escalated in 2023 after their digital billboard ad responding to Prince Harry’s memoir was deemed “inappropriate” and banned from appearing in public. The billboard featured an image of a ball gag alongside the text, “Silence is golden, Harry,” implying that his book revealed too much about the Royal Family. Below that, customers were directed to the Lovehoney Group website where they could get “spare” ball gags, referring to the book’s title.
According to the Independent, Lovehoney Group defended the ad saying it “was meant to be humorous and that not all family stories needed to be shared with the public”. Even though the billboard didn’t contain any sexual references and children likely wouldn’t recognize the ball gag as a sex toy, a single complaint was enough to have it taken down.
Read more about Lovehoney Group’s latest ad campaign on LIA.
