Channel 4 slammed by parents over erection pills advert shown during England football matches before 9pm watershed

  • Ads for Cialis shown during commercial break during England vs Italy match 
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England football fans have slammed Channel 4 for showing commercials for an erectile dysfunction pill during the half-time break in last night’s match at Wembley against Italy. 

Parents watching the game at home with their children took to social media to criticise the broadcaster for airing the racy ads – which showed a couple heading to the bedroom – before 9pm when it was clear lots of younger football fans would be tuning into the Euro 2024 qualifier. 

The same advert was also shown on Friday evening during the lucrative half-time ad break in England’s match against Australia.  

Many took to Twitter to say they’d found the commercials – on screens around 8:46pm before Ofcom’s 9pm watershed – embarrassing to watch and they’d faced awkward questions from their kids about the content of the adverts. 

An advert for the brand Cialis showed a couple embracing before heading to the bedroom, while a voiceover said: ‘Cialis Together is an erection difficulties treatment that helps me respond naturally when turned on.’

One dad wrote: ‘Really enjoyed my 8 year old asking what erectile disfunction is after the half time ads!!! Thanks Channel 4.’

Another football fan added: ‘Lot of kids watching the football, maybe leave the erection pills ads for after the game?’

One parent penned: ‘Surprised this advert was allowed on ITV1 at 8:45pm, during an England football game. 

‘Lots of kids will be asking mummy and daddy was an “erection” is and what “sexually aroused” means.’ 

Commercials for Cialis were shown on Channel 4 during the half-time break in England’s recent matches against Italy on Tuesday and Australia on Friday

England beat Italy 3-1 on Tuesday evening but some parents said they faced awkward conversations with their children over the Cialis ads (Pictured: England’s Marcus Rashford celebrates scoring England’s second goal with Harry Kane and Phil Foden)

The advert began with a voiceover telling viewers: ‘Cialis Together is an erection difficulties treatment that helps me respond naturally when turned on’

England men’s team fixtures that aren’t international tournaments are now all shown on Channel 4. It’s not thought the advert was shown on the streamed version of the match, available on the Channel 4 website and app. 

MailOnline has contacted the broadcaster for comment. 

Cialis Together is an over-the-counter drug that costs £21.99 for four tablets and claims to be effective for up to 36 hours for men suffering with erectile dysfunction.

Ofcom’s watershed, laid out in its Broadcasting Code, deems that content unsuitable for children should not be shown between 9pm and 5:30am. 

The communications regulator defines unsuitable content as ‘everything from sexual content to violence, graphic or distressing imagery and swearing.’

England beat Italy 3-1 at Wembley, at least partially avenging the defeat against the Azzurri on the same ground in the Euro 2020 final and booking their place in next summer’s tournament.

While Gianluca Scamacca gave the visitors an early lead, they were pegged back from a Harry Kane penalty shortly after the half hour mark.

Marcus Rashford then finished off a superb team move in the second half to put England ahead, before Kane completed his brace with a well-taken finish.

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