Lovehoney (https://www.lovehoney.com/) is an online adult store that sells sex toys, erotic lingerie, condoms, lubricants and gifts.
The advertisement does not show the actual sex toys. The television advertisement features nothing more than a steamy kiss between a couple before they leave for work, but it was deemed to be too provocative for a 10:15am slot that had originally been cleared by regulators.
It is part of a multi-channel campaign built around the theme of couples living a sexier life.
“ITV has got cold feet. It’s a real shame,” Lovehoney’s chief executive Richard Longhurst said.