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.