Icy-Hot
2021 has been a rollercoaster, but nothing could have prepared me for this. A curling event was censored for being too erotic.
No, actually.
An Olympic-qualifying tournament in the Netherlands was banned from broadcast in both the U.S. and Japan because of their racy sponsor, EasyToys. Under the hard rocks and pulsating brooms, the nondescript logo was apparently too suggestive to foreign audiences.
Look at this thing:
It’s practically melting the ice…
To not seem like total narcs, USA Curling swept the scandal under the rug. They claimed the tournament wouldn’t be available due to “an unforeseen sponsorship conflict with the local organizing committee.”
Nice try.
The decision felt like a lose/lose for everyone involved. Curling fans wanted to cheer on their teams, the Netherlands wanted their broadcast shown, Olympic-hopefuls wanted their moment in the spotlight, and EasyToys wanted to sell sex toys to international audiences.
Ultimately, The World Curling Federation found a compromise with EasyToys to get around the censorship. Their logo will be replaced by the message #equalityforall. EasyToys was open to the pivot, but they have a larger message than just sales:
We hoped that our visibility would contribute to breaking the taboo that still rests in many countries on both sexuality and our industry. It is unfortunate that adjustments are now necessary to get the sport to the fans. Instead of the EasyToys logo, it has now been decided to replace it with the hashtag #EqualityForAll. With this slogan we still want to start the conversation about sexual wellness and the importance of safe and enjoyable sex for everyone. That conversation is already well underway in many countries, but the boycott confirms to us that we must continue to work to normalize this topic for a wider audience.
In other words, they want to loosen up those buttons, babe.
Good Vibrations
Unsurprisingly, toy sales and sex tech companies have seen huge increases throughout the pandemic. All the boredom and time spent at home has seen the vibrator business grow by 13%. Today sex toys are a $27 billion global industry, and they have no signs of climaxing anytime soon.
Sex tech isn’t just toys. The industry spans family planning, dating apps, period underwear, postpartum recovery kits, education resources, contraception, and menopause support. Even companies that specialize in toys, like EasyToys, are working hard to change the stigma. Vibrators have long been prescribed by doctors as tools to help improve “low-libido, arousal disorders, and sexual function issues for those recovering from abuse, cancer, and more.”
Talk about a magic wand
EasyToys in particular sells condoms, tampons, and high-end toys. They also have a magazine offering advice on self-love, admiring ever-changing female bodies, and a surprisingly thorough breakdown of sexual harassment.
Why can’t we learn about all this good stuff while watching curling, you ask? Any company that deals with pornographic content, be it actual porn or just vaginas in general, is considered a “vice” company. Naturally, having that name attributed to your business is a scarlet letter on your reputation. Most venture capitalist funds, for instance, have moral clauses defined in partner agreements that prohibit them from even thinking about investing in sex-focused startups.
What a buzz kill.
As an app, getting through distribution channels like the App Store can be a gruelling process. Apple, Facebook and Instagram rule the online space, making it next to impossible to work around their advertising and distribution policies. Facebook explicitly barres any sexual company from advertising on their platform, citing in their policy that “[a]dverts must not promote the sale or use of adult products or services, unless they promote family planning and contraception."
Getting representation in physical spaces can be even more challenging. The Metropolitan Transportation Authority has famously denied ads from companies like Unbound and Thinx (the period-proof underwear) on grounds that they were sexually-oriented businesses.
At this point, I'm more likely to see a man whip out his penis than I am to see a family-planning app advertised in the subway.
Elephant Dysfunction
The Hard (And Not So Hard) Truth
There are a few holes in this protective advertising layer, specifically when it comes to sexual wellness products for men. For whatever reason, erectile dysfunction medication has been freely advertised for years on Facebook, in the subway, and in sports arenas without arousing suspicion.
In fact, the NFL, NASCAR, and the MLB all had ED brands as partners from 2003 to 2007. After denying multiple sexual wellness brands, the Metropolitan Transportation Authority had no problem running ED and breast augmentation campaigns. Seemingly sexual content is okay as long as it exclusively benefits men.
One company refused to accept the blatant double standard. Dame Products has been in a long legal battle with the MTA over their refusal of this ad:
This was deemed too explicit, but below are ads that ran and were used as examples in their lawsuit:
#DerailSexism
It’s appalling. Penile health is not more important than vaginal health, and male orgasms are not more important than female orgasms. Full stop - yield other passengers- don't forget your belongings as you get off.
I don’t see how boner pills are any less vulgar than vibrators, but the advertising gods see a distinction. And no, it’s not based on the potential for revenue. Remember how big the sex toy market is? ED has some pretty soft sale numbers, hitting only about $2.6 billion annually, less than a tenth of the revenue potential.
So, it seems the only difference is the audience: Viagra isn't marketed to vaginas.
Similarly, companies like Axe Body Spray, Victoria’s Secret, and Playboy are free to toe the line of sexuality in their ads. Naked women are acceptable when they benefit male consumers. That same level of sex in a lubricant or vibrator ad? Forget about it.
As of last month, Dame won their lawsuit and will become the first female-founded sex tech brand to advertise with the MTA. The CEO reflected on the victory saying:
The MTA was disproportionately applying their anti sexually-oriented business clause to women’s pleasure advertisements, which is unconstitutional. They allowed erectile dysfunction advertisements to run while denying us, making them a social and economic gate-keeper on who is entitled to pleasure. We’ve had to fight for our right to advertise and we believe this is a step forward in closing the pleasure gap.
In Between Periods
This progress is being felt in the sports community as well. Around the world, there are a few teams diving into the sexual wellness space. In fact, this isn’t even the first time EasyToys has made headlines for sports partnerships. Dutch football club, FC Emmen, has been sponsored by EasyToys for the last year after initially being banned by The Royal Dutch Football Association.
They announced that the brand would keep their logo on the jerseys last Valentine’s day, mocking critics in saying “the relationship between FC Emmen and EasyToys had many setbacks and not everyone approved of our relationship. But real love conquers everything.”
Have I mentioned that I love EasyToys?
Perhaps more shockingly, the Rajasthan Royals cricket team signed a sponsorship deal for their 2020 season with a sanitary brand called Niine. Niine, who also runs a philanthropic foundation and a period tracker app, has a logo and the words "with her, we rise" displayed on the back of the player's jerseys. Cricket is the most-watched sport in India, so this is a BFD. Not only has a partnership like this never been done before, but the audience watching will be massive. We're talking super plus level.
What's most interesting to me is the attitude the Royals have toward Niine. They aren't using it to appeal to their female viewers but instead view this partnership as beneficial for their male fans. In a statement, the team said they’re hoping to be “the vehicle that will help educate men... on a grand scale.”
How beautiful is that? The team is using their advertising space as a platform to do good and shine a light on female issues.
Truly game-changing.
The Royals also have a foundation partnership to help de-stigmatize periods in India, run their own podcast, and have the most precious matching pink masks. This is an example of men’s sports doing it right, and I am blown away. Imagine, for a minute, if the Toronto Maple Leafs adorned feminist jerseys and advocated for menstrual health.
Now imagine they had a podcast where they shared their feelings about it.
That seems laughable, right? Personally, I can't fathom an NHL franchise ever stepping up in support of any cause, not to mention so strongly in favour of women. Instead, we get headlines like this:
One of the main reasons we love sports is because of the players. These people are celebrities and, whether we like it or not, examples for young athletes. That said, we barely hold them accountable for their actions off the ice. Time and time again we see news of domestic violence, misogyny, and sexual assault plaguing the major leagues.
There may never be a shortage of problematic players, but is it so crazy to think that franchises can be held more accountable? Individual behaviour aside, should we not expect sports teams to be socially responsible as a unit? Personally, I think the world would be a kinder place if every NHLer was contractually obligated to do a shift at a rape crisis hotline once a season.
Just a thought.
Until then, the least we can do is allow organizations the chance to partner with sexual wellness companies. Moreover, we need to give those companies the space to advertise for women. If we deem boners important enough to be advertised on billboards at football stadiums, female orgasms should be up alongside them.
If curlers want to slide over sex toy ads, more power to ‘em. One day I hope EasyToys sponsors the whole Olympic curling event. Screw it, I want them to sponsor the whole damn Olympics.
For now, I can settle for #EqualityForAll as the consolation prize. And maybe I’ll buy myself a Christmas present from their website… We could all use more stocking stuffers.
