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Lovehoney sex toy ad

Client: Lovehoney

Agency: Halo Media

This ad by adult retailer Lovehoney hit headlines this week - it was to because it will be the first sex toy ad ever to air in the UK before the 9pm watershed. But at the last moment regulators got cold feet, meaning it will now air post-9pm only.

This 30 second ad, encouraging viewers to visit the Lovehoney website, was due to premiere during the ad break for The Real Housewives of New York on ITV2 at 10:15am on Monday (October 3).

The ad features a fully-clothed couple kissing, then the man suggestively saying "Have a good day at work." The woman replies, "You too." before a voiceover announces the strapline, "Lovehoney.co.uk. The sexual happiness people."

But although TV regulators Clearcast initially cleared the ad for daytime viewing, ruling that it is suggestove rather than explicit, ITV got cold feet, moving its airing to post-9pm spots only.

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