THE UK’S BROADCASTING authority has given the green light to a sex toy retailer to air a television advertisement during the day.

Lovehoney will become the first sex toy retailer to have a commercial aired on primetime TV, according to the ad makers Halo Media.

Brand Republic reports that fans of the Real Housewives of New York will get the first glimpse of the ad during the programme’s commercial breaks on October 3 at 10.15am.

The advertisement will also be seen on ITV2, Living, MTV, E4 and E Entertainment.

Halo Media worked with TV compliance specialists to ensure they were adhering to strict industry standards which do not allow sex toy companies to use sex to sell their products.

“It shows the benefits of a healthy, happy, adventurous sex life – without showing sex (vital if you want to get on daytime TV),” said Halo Media.

The advert, which is part of a broader campaign including billboards and print ads, shows a close-up of a woman giving her husband a passionate kiss – instead of a peck on the cheek – as they head out to work.

Here’s a teaser (that’s what they called it) from Halo Media: