You can talk about sex on radio in South Africa

The Advertising Standards Authority of South Africa (ASA) has dismissed a complaint about a radio commercial from online sex shop Matilda’s.

The advertisement, which was broadcast on East Coast Radio during June 2016, focussed on talking about sex.

Let’s talk about sex. Let’s talk about good sex. It isn’t about what the magazines tell you, it isn’t about what your friends are doing. Good sex is all about you. Let’s talk about us. We have a hand-picked range of body-safe, high quality, beautiful toys to help you have great sex. For a discreet online shopping experience, expert advice and everything you need to make your sex life amazing, visit

One listener was not happy, and lodged a complaint with the ASA – arguing that the commercial contained content of a sexual nature and was broadcast when children were listening.

“The commercial makes use of the word sex and sex toys several times, which is inappropriate,” said the complainant.

Matilda’s responded, saying it is a sex-positive company, helping people to have healthy, happy sex lives.

“The commercial has been carefully scripted to convey this message and it has steered clear of sleaze, off-colour remarks, and euphemisms that might be misinterpreted,” said the company.

It submitted a flighting schedule by East Coast Radio to show that the commercials were scheduled to appear in the same time slots as those allocated to alcohol advertising.

The ASA was happy with Matilda’s response, stating it can continue broadcasting its commercial – as long as it adheres to the stipulated timelines to limit the number of children who hear the advertisement.

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You can talk about sex on radio in South Africa