Eleven people complained the placement of the ads near schools where it could be viewed by children was irresponsible. Eight of the complainants felt the ad was offensive and unsuitable for public display.
AMI said it had sought guidance on the poster, following a previous investigation of its poster which featured the claim: "Longer Lasting Sex" and had specifically used inoffensive language.
The advertiser had also sought advice from the CAP Copy Advice team, which did not feel the ad would provoke serious or widespread offence.
Once the complaints were received AMI conducted its own investigation and found that although it had instructed media owners not to place the poster within 100m of any school or religious building, three sites breached that restriction.
The ASA did not find the ad’s wording to be in breach of the CAP Code and deemed it acceptable for general display.
However, due to the error made by the media owners in their placement of the ad at three sites, it concluded this was likely to be seen as socially irresponsible and on this point it breached the CAP Code.
The watchdog welcomed AMI’s assurance that future ads would not be placed within the immediate vicinity of schools or religious buildings.