Durex, a well-known condom brand, is at the center of online discussions over a fine
imposed on its micro blog for a risque advertisement.
The Shanghai Municipal Administration for Market Regulation fined the company
running its official microblog 810,000 yuan ($120,509) in December, but the issue
became public knowledge on social networking sites only on Thursday. Many users
defended Durex, saying that a condom producer has the license to sex up its
advertisements.
However, a closer look at the administration's order shows that the advertisement company
was penalized not for mentioning "sex" but for breaking some social norms while
collaborating with fast food delivery brand ele.me, milk tea brand Heytea and cinema
ticket sales platform Taopiaopiao on April 19, 2019. The idea was to market the date,
4.19 or "four one nine", as "for one night", thus encouraging people to have a one-night
stand.
Besides, the content Durex used in advertisement posters is quite suggestive. Advertising
with the milk tea brand, it lured customers saying, "Not a single drop left", but it was
obvious it was hinting at a man's semen. The poster with ele.me said, "Tonight we
feed every mouth", leaving no one in doubt that the mouth here referred to the
female genital organ. The poster with Taopiaopiao screamed, "Tonight just go into
that secret corner", giving no prizes for guessing what was implied.
More than hinting at sex, the advertisement drew criticism for alluding to people's
private parts. The administration's order clearly listed the procedure for paying
the fine, while also saying the company could apply for a hearing if it disagreed
with the decision. That the latter did not apply means it accepts it has gone too
far this time and there is no reason to blame the administration.
The advertisement should serve as a reminder to all commercial campaigns that
advertising about sex might be okay, but encouraging one-night stands is a strict no-no.