Originally written by the Sciart team for EAN-Online and first published there.
In our previous article we explored why these regulations exist - consumer protection, transparency, and all that jazz. Understanding the "why" is just the start. Now, we’ll explore how to work within these rules without letting them tie your brand in knots. In this part, we’ll show you how savvy sexual wellness brands aren’t just bending to compliance - they’re using it to their advantage.
The Market's Booming, So Don’t Just Survive - Thrive!
With the global e-commerce market projected to hit $6.3 trillion in 2024, it’s crucial that sexual wellness brands not only survive but thrive in this booming industry. But with compliance challenges standing in the way, how do you push your message through without getting your ads shadowbanned or outright rejected?
Let’s explore some smart strategies that brands are using to not only meet compliance but turn it into a competitive edge.
Bending the Rules Without Breaking Them
Let’s face it -regulations aren’t going anywhere. But clever sexual wellness brands are learning to use them as guidelines rather than barriers. A big part of navigating compliance is working within the grey areas.
Since the pandemic, interest in sexual wellness has skyrocketed. According to online retailer, Cult Beauty, searches for the term “sexual wellness” surged by 850% in 2020. With Millennials and Gen Z making up 47% of the population now (up from just 6% in 2000), there’s a cultural shift towards openness about sexual health. But with platforms like Facebook imposing strict limits on what can and can’t be advertised, brands must get creative.
For instance, Facebook’s own ad terms highlight the delicate balance brands need to strike:
Allowed:
- "Free condoms now available at all local health centres"
- "Practise safe sex with our brand of condoms"
- "New moisturising lube to relieve vaginal dryness on a day-to-day basis"
Not Allowed:
- "Buy our sex toys for your adult pleasure"
- "Use our gel to dramatically improve your sex life"
- "Condoms, sex tips and more. Pleasure guaranteed!"
The takeaway? Messaging needs to focus more on health and wellness than on sheer pleasure. By promoting products in the context of wellbeing, intimacy, and self-care, brands can comply with
advertising standards whilst still engaging their audience. For instance, vibrators can be positioned as tools for addressing conditions like vaginismus and improving experiences for those with erectile dysfunction.
Teaming Up for Wellness: A Match Made in Compliance Heaven
For sexual wellness brands, forming partnerships with health and wellness companies is a powerful strategy. Collaborating with fitness, mental health, or fashion brands allows for campaigns that promote overall well-being while subtly incorporating themes of sexual wellness. This approach not only broadens your brand’s reach but also taps into the partner's audience, enhancing visibility and engagement.
Alliances between reputable brands in the wellness and fashion sectors have helped normalise discussions about pleasure, emphasising the importance of sexual wellness across various life stages. These partnerships demonstrate how sexual wellness can be seamlessly integrated into broader narratives about health and empowerment.
Moreover, contributing valuable content to established health platforms can bolster credibility. Writing articles or guest blogging on reputable health websites encourages meaningful conversations about sexual wellness, effectively navigating compliance challenges while presenting the content as informative rather than promotional.
Innuendos & Creativity: The Art of Suggestion
Many brands are mastering the art of double entendres when it comes to advertising their products. A prime example is Lovehoney's provocative “Not a Sex Toy” campaign, born after they received a complaint from the ASA regarding a billboard featuring a ball gag with the cheeky tagline “Silence is Golden, Harry.”
In response, Lovehoney thought outside the box, launching the “Not a Sex Toy” campaign featuring everyday items like cucumbers, washing machines, and electric toothbrushes, all playfully adorned with the message, “You deserve better.” This cheeky approach not only sidesteps strict advertising restrictions but also raises awareness about the importance of sexual wellness.
What They Said: Influencers & UGC - Authentic Voices for Your Brand
Another effective tactic is using influencers and user-generated content (UGC). While platforms like Instagram and TikTok impose strict guidelines, influencers offer a loophole for authenticity. By collaborating with influencers who align with their values, brands can discuss sexual wellness candidly. Influencers can share personal experiences with products like vibrators or lubricants in ways that might get flagged if coming from the brand itself. Euphemisms like "seggsy" or "s3x" keep the conversation engaging while staying compliant.
UGC, such as reviews, testimonials, and customer videos, is also a powerful tool for building trust and bypassing ad restrictions. However, UGC comes with its own set of compliance risks. Platforms can be quick to remove content that violates community standards around adult material. For example, Instagram has banned hashtags related to sexual wellness, and TikTok often removes content perceived as explicit.
To mitigate these risks, brands should provide clear guidelines to customers, encouraging language that focuses on health, self-care, or intimacy without explicit product mentions. Incentivizing creative content that toes the line between wellness and compliance can ensure your message is heard without getting flagged.
The Necessary Evil
Navigating the complex compliance landscape of the sexual wellness industry presents a unique opportunity to turn challenges into competitive advantages. By understanding the regulatory framework and creatively leveraging it, you can effectively promote your products without compromising your messaging. Forming strategic partnerships with health and wellness brands not only expands your reach but also enhances credibility. Meanwhile, clever marketing techniques, such as double entendres and influencer collaborations, help foster authentic connections with audiences. By adopting these strategies, you can not only comply with regulations but also thrive in a growing market, ultimately contributing to a broader conversation about the importance of sexual wellness in overall health. And stay tuned for part three, where we’ll dive deeper into innovative marketing strategies that sexual wellness brands can employ to further amplify their message and engage their audience effectively.
