The ad of erotic website EasyToys that was featured at the Winter Olympics curling qualifying tournament was removed from the ice after the ad display led to a US Livestream blackout.
Erotic website EasyToys and the World Curling Federation (WCF) reportedly said that both parties have arrived at a deal that will help in resuming the live streaming to the US and Japan, with the ads replaced by the statement “#equalityforall.”
According to reports, broadcasters of both nations had decided that references to the company were too racy for the intended audience.
Reportedly the American fans were unable to watch their local live stream of the tournament which began on Sunday with mixed doubles, due to what the WCF called “an ongoing sponsor rights issue”. An international Livestream was still available, where viewers could see a “safe for work” EasyToys logo on the ice and around the rink.
Eric Idema, CEO of EasyToys’ parent company EDC said that during an Olympic qualifying tournament, it must of course be about the sport and not about the sponsor.
“We hoped our visibility would contribute to breaking the taboo that still rests in many countries on both sexuality and on our industry,” added Idema.
WCF in an official statement said that the legal guidelines, along with social norms that influence broadcast policies, have proved to be a complicated barrier to showcasing this championship.
“This action has been taken to avoid any further distractions to our athletes as they seek to achieve their dreams of reaching the pinnacle of our sport,” it added.