Channel 4 criticized by parents for advertising for erection pills shown during football matches in England before 9pm
English football fans have criticized Channel 4 for showing advertisements for an erection pill during half-time of the Wembley match against Italy.
Parents watching the match at home with their children took to social media to criticize the broadcaster for airing racy adverts – showing a couple heading to the bedroom – before 9pm when it was clear many younger football fans would be tuning in the European Championship 2024. qualification.
The same ad was also shown on Friday evening during the lucrative half-time break in England’s match against Australia.
Many said on Twitter that they found the adverts – on screens at around 8.46pm before Ofcom’s 9pm watershed – embarrassing to watch and had received awkward questions from their children about the content of the ads.
An ad for the Cialis brand showed a couple embracing before heading to the bedroom, as a voiceover said, “Cialis Together is an erection problem treatment that helps me respond naturally when I turn it on.”
One dad wrote: ‘I really enjoyed my 8 year old asking what erectile dysfunction is after the halftime ads!!! Thank you Channel 4.”
Another football fan added: ‘Lots of kids watching football, maybe the adverts for erection pills could be saved for after the match?’
One parent wrote: ‘Surprised this advert was allowed to appear on ITV1 at 8.45pm during a football match in England.
“Many children will ask mom and dad what an ‘erection’ is and what ‘sexually aroused’ means.”
Commercials for Cialis were shown on Channel 4 during half-time of England’s recent matches against Italy on Tuesday and Australia on Friday
England beat Italy 3-1 on Tuesday night, but some parents said they had awkward conversations with their children over the Cialis ads (Image: England’s Marcus Rashford celebrates scoring England’s second goal with Harry Kane and Phil Foden)
The ad opened with a voiceover telling viewers: ‘Cialis Together is a treatment for erection problems that helps me respond naturally when I turn it on’
The England men’s team matches that are not international tournaments are now all shown on Channel 4. It is not thought the advert was shown in the streamed version of the match, available on the Channel 4 website and app.
MailOnline has contacted the broadcaster for comment.
Cialis Together is an over-the-counter drug that costs £21.99 for four tablets and claims to be effective for up to 36 hours in men suffering from erectile dysfunction.
Ofcom’s watershed decision, set out in the Broadcasting Code, believes that content unsuitable for children should not be shown between 9pm and 5.30am.
The communications regulator defines inappropriate content as “anything from sexual content to violence, explicit or disturbing images and swearing.”
England defeated Italy 3-1 at Wembleyat least partially avenging defeat to the Azzurri at the same ground in the Euro 2020 final and booking their place in next summer’s tournament.
While Gianluca Scamacca gave the visitors an early lead, they were called back shortly after the half hour following a Harry Kane penalty.
Marcus Rashford then completed an excellent team move in the second half to put England ahead, before Kane completed his brace with a well-taken finish.