This is the Australian lubricant gel advertisement that caused an uproar for being too obscene.
The Durex ad, which says "nine out of 10 agree that sex is better with a gel," aired during the Australian Ninja Warrior update episodes of Channel Nine and Britain's Got Talent.
The announcement provoked complaints from unhappy viewers who said it was offensive and should not be shown during family TV shows.
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This is the Australian lubricant gel ad that caused an uproar for being too obscene
"I was watching Britain's Got Talent with children under the age of 10. This is a family show … I was horrified," said one woman.
The mother said that the lubricant ad was played five times while watching the two reality shows on digital television.
"I had to send my children to small jobs every time the ads appeared, because you can not advance an announcement," he said.
Reckitt Benckiser, the creators of Durex, said they never intended to offend viewers, simply normalize the use of lubricants.
"RB takes these matters seriously and we would not intentionally engage in activities that would in any way be considered a breach of an ethical code," the brand said in its statement to the Advertising Standards board.
"We regret that there have been complaints about our digital advertising and we can confirm that we have taken precautionary measures."
The mother said the lubricant ad was played five times while watching the two reality shows on digital television
The Advertising Standards Board stated that the announcement was not appropriate because it used the word sex four times, including the quote "9 out of 10, agreeing that sex is better with a gel".
Reckitt Benckiser said he would ensure that the ad was only broadcast after 8.30 p.m.
The Advertising Standards Board stated that the announcement was not appropriate because it used the word sex four times.
"The announcement did not address the issue of sex, sexuality and nudity with sensitivity to the relevant wide audience."
When the decision was approved, Reckitt Benckiser said he respected the Board's decision and would limit the hearing of the announcement.