More than 50 complaints have been made over porn king Steve Crow's mobile billboard promoting this weekend's Erotica Expo in Auckland.
But it didn't stop about 10,000 people going to the event at the ASB Showgrounds.
The mobile billboard shows a woman holding half a rock melon with her finger in it.
Complaints have been made to the Advertising Standards Authority.
Crow said the billboard had worked:
"At the end of the day the billboard shows the girl holding a melon. How people interpret that is up to them. I'm not responsible for how people think."
The billboard has been slammed by lobby group Family First.
"It's absolutely disgusting," said national director Bob McCoskrie.
"It's suggestive, it's offensive and quite clear what it's getting at. It exposes children to inappropriate material. We need to protect the moral innocence of children."
Many at the expo yesterday were couples.
Ben and Nicky Jones said the expo was fairly tame. "It's not what I expected. It's just a couple of DVDs and some lingerie," said Nicky.
A couple in their 40s said the expo was less threatening than a sex shop.