The first sex toy commercial to be shown on UK terrestrial TV will hit screens this week. A vibrating penis ring will appear in the 30-second advert on Channel 4 and Five and satellite channels.
Durex, which makes the disposable toy, said the post-11pm broadcast restriction for the commercial was too severe.
It wants permission to show the "tastefully shot" advert after the 9pm watershed.
The commercial shows a couple sitting a dinner table. The man gives the woman what looks like an engagement ring box.
She opens the box, smiles, and says "I do."
Durex managing director Martyn Ward said the company would lobby to get the commercial shown after the 9pm watershed.
"There is nothing rude or crude about the advert, which is tastefully shot, and we feel this restriction is hypocritical, given the images of a sexual nature you quite regularly see on TV at this time of night," he said.
Durex has sold more than 400,000 of the £5.99 disposable vibrating rings since they launched last year.
The commercial will be broadcast after 11pm from this Friday.