A billboard advertising campaign which promoted extramarital affairs has been scrapped following a Christian campaign against the adverts’ message.
The company behind the adverts, which advertised a website for “extramarital relations”, said on Tuesday they had decided to remove the ads “in light of recent developments”.
Jon Kuhrt, a father of three, had contacted the Advertising Standards Authority (ASA) about the adverts but his complaint was turned down.
The ASA said they would not act because the advertisement did not offend against “widely accepted moral, social or cultural standards”, according to Mr Kuhrt.
The ASA added: “Whilst not everyone will agree with the advertiser’s service, the poster’s content and presentation were not explicit and it was unlikely to cause serious or widespread offence or be seen as irresponsible.”
Mr Kuhrt, who attends a Baptist church in Streatham, South London, decided to campaign against the adverts using the social networking site Facebook.
Media coverage of the campaign followed and over 3,000 people signed up to his Facebook group.
In a press release before the ads were removed Mr Kuhrt said: “1,000s of families have to pass these billboards every day telling us that cheating on your partner is a bit of fun.
“Yet affairs cause both adults and children huge distress and damage our communities.”
He said: “We all need help in keeping strong relationships, but this company is cynically making money from trying to break them up.”
The company behind the adverts says on its website that it “delivers a dating arena for those looking for adult dating and extramarital relations”.
It adds: “Sexual needs are there to be met and sometimes life is better when the complications are left at the door.”
Mr Kuhrt said: “Raising awareness is the only course of action and this is what the powers that be are now starting to respond to.”