The Advertising Standards Authority in Britain has been swamped with complaint letters and emails against the billboards emblazoned with the question 'Want Longer Lasting Sex?' which is deemed "crude" and "completely tasteless".
Headstone Drive Councillor Susan Hall said that the 4m by 12m (13ft by 39ft) orange poster "makes the 18 to 30 package holiday adverts look like nuanced triumphs of understatement".
AdvertisementThe council along with around 250 raised their objection to the advertisement, which promotes a nasal spray made by the Advanced Medical Institute (AMI) that claims to treat premature ejaculation.
"We are no prudes, but there is a difference between adverts which are a little risque - like the Wonderbra commercials - and billboards like these which are just crass," the Telegraph quoted Hall as saying.
"I hope that media owners who take the bookings for these commercials will think twice.
"It would be appalling to have something this crude near a school, for example. I look forward to seeing what the ASA concludes about this completely tasteless campaign," she added.
The Advanced Medical Institute said that no one was available to comment during the holiday period, but in a press release last week it insisted that the 196 London billboards were the start of a national campaign despite complaints.
"We've said all along that we're not out to offend anyone - the purpose of our direct advertising is to let men who are suffering sexual problems know that help is available," said AMI Europe medical director Dr Michael Spira.
"We need to be direct in our advertising because we've found men don't respond to the message otherwise," he added.
The Advertising Standards Authority has launched a formal investigation following the complaints, which is expected to be completed early next month.
"The majority of people who have complained are saying they find the adverts offensive or gratuitous or inappropriate for public display, especially as they think it is unsuitable to be seen by children. One or two said they are near schools," said Director of communications Esra Erkal-Paler.