The campaign, which launched at the end of last year, is for a nasal spray that claims it can delay premature ejaculation.
The Advertising Standards Authority said the ads must be taken down as the product is a prescription drug.
The ASA is also investigating the campaign after receiving 450 complaints about the 200 posters.
In response, AMI Europe's medical director Dr Michael Spira said the company would not be taking down the posters and described the ASA's action as "bizarre".
Spira said: "Censoring ads that prompt men to take action about an important health issue should not be taken until a full investigation has been completed."
AMI is co-operating with the investigation process.
The ASA stated prescription-only medicines cannot be advertised to consumers and said the campaign needs to be removed in the interest of public safety. It has the power to remove the ads if AMI refuses to co-operate.
Comments
Whatever the ads are offering , they are offensive and should not be allowed on hoardings all over London. "Longer Lasting Sex" is not the way to advertise a cure for a health problem.
dano - 08/01/2009
how is long lasting sex offensive?
What I want to know is how "premature ejaculation" = "important health issue".
I always get the shakes when I see anyone saying that their view of what is and what is not offensive, should be taken as the view of everyone, and thus expression should be censored.
It is interesting that in the last 2 years a small but increasing number of companies have started to stand up against the ASA and reject their rulings. I suspect more will be encouraged to join in.
I don't really understand how the advert is offensive, am I missing something? It seems to be fairly direct and to the point - or is THAT the problem?
I have granddughters aged 6, 4 and 4. I really don't want them introduced to the mechanics of sex in this way
John Leaver
dano - 08/01/2009
Perhaps sadly John, the sex message is nigh on impossible to ignore or hide from in urban areas- there are references to the mechanics of sex, the joys and beauty of sex, the appeal of sex etc etc everywhere. This isnt the first ad which is visible to all members of public which promotes sexual improvement and cerainly wont be the last.
Isn't the only relevant point here that it is a prescription only medicine, and therefore subject to different rules. The ad was not censured due to offensiveness as far as I'm aware?
dano - 08/01/2009
You are right Tim, it was Nigel up top that started that tangent.
I agree to, they are miss selling the product, if its prescription only then they need to follow the law with regards to advertising, but other than that its a plain, none offensive, straight to point message. Just wanted to pick up on John's message; The Orangina adverts were targeted at children, but in the most disgusting way, they were full of the mechanics of sex now that's out of order.
well the ads obviously hit the target. my teenage son was very interested and it was all I could do to stop him using up his pay as you go credit trying to find out more. him and his mates will be most disappointed to find out it's a prescription only drug...
Want Longer Lasting Ad Campaign?
Don't Ignore Current Legislation!
At least it proves billboards are a highly visible medium
Comments
Nigel Glynn-Davies - 08/01/2009
Whatever the ads are offering , they are offensive and should not be allowed on hoardings all over London. "Longer Lasting Sex" is not the way to advertise a cure for a health problem.
dano - 08/01/2009
how is long lasting sex offensive?
Richard Gush - 08/01/2009
What I want to know is how "premature ejaculation" = "important health issue".
Tony Attwood - 08/01/2009
I always get the shakes when I see anyone saying that their view of what is and what is not offensive, should be taken as the view of everyone, and thus expression should be censored. It is interesting that in the last 2 years a small but increasing number of companies have started to stand up against the ASA and reject their rulings. I suspect more will be encouraged to join in.
John Smith - 08/01/2009
I don't really understand how the advert is offensive, am I missing something? It seems to be fairly direct and to the point - or is THAT the problem?
John Leaver - 08/01/2009
I have granddughters aged 6, 4 and 4. I really don't want them introduced to the mechanics of sex in this way John Leaver
dano - 08/01/2009
Perhaps sadly John, the sex message is nigh on impossible to ignore or hide from in urban areas- there are references to the mechanics of sex, the joys and beauty of sex, the appeal of sex etc etc everywhere. This isnt the first ad which is visible to all members of public which promotes sexual improvement and cerainly wont be the last.
Tim Burley - 08/01/2009
Isn't the only relevant point here that it is a prescription only medicine, and therefore subject to different rules. The ad was not censured due to offensiveness as far as I'm aware?
dano - 08/01/2009
You are right Tim, it was Nigel up top that started that tangent.
matt jones - 08/01/2009
I agree to, they are miss selling the product, if its prescription only then they need to follow the law with regards to advertising, but other than that its a plain, none offensive, straight to point message. Just wanted to pick up on John's message; The Orangina adverts were targeted at children, but in the most disgusting way, they were full of the mechanics of sex now that's out of order.
evelyn marfo-sackey - 08/01/2009
well the ads obviously hit the target. my teenage son was very interested and it was all I could do to stop him using up his pay as you go credit trying to find out more. him and his mates will be most disappointed to find out it's a prescription only drug...
Dominic Gudgeon - 09/01/2009
Want Longer Lasting Ad Campaign? Don't Ignore Current Legislation!
Jennifer Bennett - 09/01/2009
At least it proves billboards are a highly visible medium