AMI TV spot vilifies men experiencing problems in bed rules ad watchdog

A TV ad for the Advanced Medical Institute has fallen foul of the ad watchdog for ridiculing men with sexual performance issues, with the Ad Standards Board ruling it is “demeaning towards a section of the community who are experiencing or have experienced premature ejaculation or trouble sustaining an erection”.

The complained about ad features different women announcing to their partners whilst in bed they are not happy with their premature ejaculation problems, before getting out of bed to go out on their balconies and shouting they cannot take it any more. A man then responds with a megaphone to tell the unhappy women to check out AMI’s treatment options for PE.

Complaints submitted to the ASB suggested the ad was “sexist, derogatory, emasculating”.

“Premature ejaculation is an emotionally and psychologically sensitive matter and the degradation of the male partners in this ad projects the message that it is ok to yell, scream and demand “better performance” and projects a complete disregard and dismissal of a man’s psychological and emotional wellbeing. It is – in short – disgusting behaviour and clearly that is, indeed, not the answer to the problem they are referring to,” one complaint read.