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Ad of the Day: Lovehoney’s Masturbation May billboard gives finger to sex censorship

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By Amy Houston | Senior Reporter

April 27, 2023 | 3 min read

The cheeky posters coincide with the so-called month dedicated to self-pleasure.

Own name

Lovehoney’s billboard for International Masturbation Month

Sexual wellness brand Lovehoney wants everyone to be more vocal about their desires. But it has to carefully navigate tight regulations both in the digital and outdoor space.

In a series of out-of-home activations, viewers see a hand gripping white bedsheets alongside copy that encourages everyone to show themselves some love and be loud about it. It very much leaves a lot to the imagination.

Friederike Lewin, global head of communications and PR at Lovehoney, said: “We want to remind everyone that the journey to sexual happiness starts with ourselves, and there is no shame in that – so why not shout about it? Exploring our own body and finding out what we like is a healthy habit and helps to communicate our needs to a partner.”

The work comes after the ASA ruled the sex toy brand’s ‘Silence Is Golden’ billboard to be inappropriate due to it featuring a ball gag. At the time, Lovehoney’s chief exec Johannes Plettenberg lauded the role of the ASA but described the ruling at the time as “another example of the complete censorship of anything remotely sex positive.”

This latest ad campaign doesn’t show any products and is only being displayed between the hours of 7 pm and midnight.

Lewin added: “The widespread censorship of sex positivity means that we need to get creative with our advertisement; this time we are respecting the ASA ruling and doing the opposite of what a ball gag does and asking people to scream their own names.”

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