The Advertising Standards Authority has dismissed a complaint about sex toys being advertised in airport toilet cubicles, TimesLIVE notes. Complainant Natalia Lumgair, whose child saw an advert by Matildas.co.za posters when they were in a cubicle together, said the posters were highly sexual and unsuitable for airports where children might see them.

The website, which markets a range of sex toys, aids and lingerie, countered that it was 'sex-positive' company 'helping people to have healthy, happy sex lives'. The watchdog said Matildas had advertised in airports countrywide for three-and-a-half years and had deliberately avoided highly sexual visuals.

'Its advertising is upmarket, playful and fun and it does not feel there is any opportunity for that to be misinterpreted,' it said.

'It has taken great care to ensure that there is nothing in the adverting that would be inappropriate for younger readers.'

There were no images on the posters and no explicit or vulgar words, it added. 'While the product references sex, as it would have to given its business, the directorate is of the opinion that it does so in a matter-of-fact and inoffensive manner.'

'The directorate understands that advertising such as this can provoke awkward and uncomfortable conversations for parents. However, this must be weighed against (Matildas') right to advertise its product, and the fact that many other aspects of modern life provoke similar conversations which cannot be avoided.'

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