LONDON, ENGLAND — The U.K.’s Advertising Standards Authority has ordered a medical institute to remove the word “sex” from billboards advertising treatment for sexually dysfunctional men.The ads, situated across London, asked the rhetorical question, “Want longer lasting sex?” According to the ASA, the word “sex” in gigantic red letters generated 522 complaints from passersby who were offended and felt the message was “impossible to avoid.” Of particular concern, the ASA said, was that parents suffered embarrassment when their children questioned them about the billboards’ message.

“A number of complainants pointed out to us that the sheer size of the message made it impossible to avoid, which they found very uncomfortable,” an ASA spokeswoman told BBC News.

Advanced Medical Institute, the advertiser, has said it will appeal the ASA’s decision, which also knocked the institute for advertising a prescription-only treatment for impotence and premature ejaculation. Prescription drug advertising is not allowed under ASA regulations.

“It is clear we were not out to offend anyone, and we know from representative surveys that the majority of Britons are not offended by our ads,” Dr. Michael Spira, AMI Europe’s chief medical officer, told the BBC. “Our ads have been very successful in reaching men with these issues, many of whom are suffering in silence, too embarrassed to seek help at their GP, to let them know that AMI can help them.”