Lighten up: Advertising Standards Authority

The Lynx ad. Photo / Supplied

The advertising watchdog is telling New Zealanders not to sweat the small stuff after dismissing complaints about an antiperspirant commercial which played on men who have premature ejaculation.

The Advertising Standards Authority said the Lynx Dry Full Protection advertisement was provocative, but not offensive.

The ad showed men whose armpits became extremely sweaty after seeing attractive women.

A voice-over said, "Many men have a small problem. Premature perspiration".

One viewer said it was "revolting and very bad taste".

Others among the 11 who complained said the ad bordered on being pornographic and was aired when young children were watching. The complaints body ruled the ad was humorous and did not show any references to sex or nudity.