Originally written by the Sciart team for EAN-Online and first published there.
In our last two articles, we explored the challenges sexual wellness brands face - examining the "why" behind restrictive regulations and the "how" of navigating them with creativity and resilience. Now, it’s time to look ahead.
The future of sexual wellness marketing isn’t just about adapting to the rules; it’s about rewriting them entirely. Together, we can create a world where conversations about sexual health are normalised, accessible, and celebrated.
Leading the Way Toward Inclusivity
As pioneers in this space, you have the power to redefine societal norms. The future of sexual wellness marketing is about much more than selling products - it’s about creating a movement where sexual health is recognised as a fundamental aspect of overall well-being.
Historically, the industry has been constrained; targeting younger, heterosexual, cisgender audiences whilst excluding vast swaths of people. Meanwhile, restrictive advertising policies have forced brands to rely on innuendo rather than open, authentic communication about sexual health and pleasure.
This has left many consumers - older adults, LGBTQ+ communities, people with disabilities, and more - underserved or outright excluded. The good news? The tide is turning.
Brands like Dame and Unbound are already leading the charge. Dame frames its messaging around health and wellness, advocating for inclusivity across genders, body types, and ages. Unbound takes a storytelling approach, celebrating diversity in relationships and sexual experiences whilst ensuring no one feels left out.
The challenge for brands now is twofold: to push for more inclusive representations and to fight for the right to speak openly on advertising platforms. By doing so, you’re not just broadening your audience - you’re helping to create a culture that values sexual health as part of a balanced, healthy life.
Advocating for Clearer, Fairer Rules
Inclusivity opens the door for consumers, but fairer regulations create a level playing field for brands. Today’s patchwork of vague, inconsistent guidelines disproportionately affects smaller businesses, whilst larger players can more easily adapt to the restrictions.
Regulations should protect consumers, not stifle innovation. That’s why sexual wellness brands must present a united front and actively engage in dialogue with regulators and advertising platforms.
Other industries have shown that change is possible. In the UK, the CBD industry successfully lobbied for clearer rules under the Food Standards Agency’s Novel Foods framework, giving compliant brands the ability to market their products confidently. Similarly, the alcohol industry developed self-regulatory initiatives like the Portman Group, setting responsible marketing standards whilst avoiding excessive government restrictions.
What can we learn from this? Sexual wellness brands have the opportunity to lead similar efforts. By forming alliances, educating regulators, and showcasing responsible practices, you can advocate for clearer guidelines that allow your brand to thrive whilst protecting consumers.
This isn’t just about compliance - it’s about encouraging an environment where innovation and creativity can flourish.
Creativity: Your Greatest Advantage
When restrictions dictate what can’t be said, creativity becomes your most powerful tool. The best campaigns don’t just follow the rules - they find ingenious ways to connect with consumers whilst building trust.
Creativity isn’t a workaround - it’s the foundation of successful marketing. By combining compliance with authenticity, you can break through the noise, build trust, and promote lasting relationships with your audience.
A Call to Lead the Change
The path ahead won’t always be easy, but it’s a path worth walking. By embracing inclusivity, championing fairer regulations, and harnessing your creativity, you can pave the way for a future where sexual health is not only accepted but celebrated as an integral part of well-being.
This is about more than just marketing - it’s about leading a cultural shift, rewriting the rules, and ensuring that all voices are heard. The movement starts with you.
Let’s take bold steps together to build a more inclusive, open, and progressive future for sexual wellness. In 2025, let’s not just adapt to change - we’ll be the ones to drive it.
