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Businesses in the erotic industry are very similar to those companies that work in more conventional industries. They need to advertise, need proper marketing in order to reach potential clients. For this, companies often use nudity as one of the strongest assets to grab attention.
However, there is another side to this kind of marketing. Nudity is often in a gray zone, and all places have strict rules around the world about how such materials can be displayed publicly. This is the same in the DACH countries—Germany, Switzerland, and Austria—where company owners rarely have permission to show naked or half-naked humans on their ads.
In this article, we are going to give an overview of one of the latest marketing actions that caused mass debates, and also check a few examples of how adult marketing can work without real nudity.
Overview:
- A billboard in Switzerland caused a huge debate
- Can sexy ads work without showing totally naked or topless women?
- Public ads need to respect everyone
- Sex ads work without nudity as well
A billboard in Switzerland caused a huge debate
In Pfungen, Switzerland, a brothel called the Globe Club put up a billboard showing more than 25 women in fancy underwear, some of them topless. A group called the Zurich Women’s Center didn’t like it and encouraged complaints.
Over 100 complaints were made, and the billboard was taken down.
Though the club claimed it was due to the campaign ending, many saw this as a public pushback against nudity in advertising.
This made people wonder: Should nudity like this be allowed in public? And if not, can ads still work without it?
Can sexy ads work without showing totally naked or topless women?
The answer is yes. Nudity does get attention, but it’s not the only way. Some of the best ads are creative, funny, or emotional. Instead of showing everything, they let people use their imagination.
Just like perfume commercials, which feel romantic or mysterious without nudity, adult ads can also evoke emotion. A good ad doesn’t have to reveal everything—sometimes it’s more powerful when it doesn’t.
Also, ads without nudity can reach more people. They can appear in public spaces, online, and in magazines without breaking rules. This helps the business look more professional and builds trust.
Public ads need to respect everyone
When ads are in public—at bus stops or on buildings—they’re seen by everyone, including kids and grandparents. That’s why it’s important to consider how they affect different people.
Some countries allow more freedom, others have strict regulations. The best advertising finds a balance, grabbing attention while also being respectful.
A smart ad can leave a better impression than one that just tries to shock.
Looking at the Globe Club’s campaign, the reach was likely very high. Because of the debate, the ad reached more than just locals, improving return on investment—a key marketing goal.
But the nude image also sparked revulsion and damaged the Club’s reputation. That’s why erotic advertising must be done carefully—its effects can last for years.
Sex ads work without nudity as well
In Vienna, many high-class adult businesses advertise without nudity, using top-notch imagery and smart ideas.
Maxim Wien is a good example. This club has strong marketing and online presence in Austria. Their website features materials that are rarely nude, and when they are, they’re shown in an artistic way. The slogans are funny, smart, or witty, often using double meanings:
Bijou Escort Wien also markets in a classy way. Their website features no nudity, targeting high-class clients. These clients seek classy, upscale escorts, and the site design—colors, themes, and photos—reflects that.
The girls’ images are artistic, delivering eroticism with elegance:
Conclusion
So, does erotic advertising always need nudity? Not really. As shown in the Switzerland case, too much nudity can cause problems.
With good design, creative ideas, and respect for viewers, businesses can still make great ads.
Good advertising is not about showing the most skin—it’s about what to show, when to show it, and how to make people feel something. With the right approach, erotic marketing can be interesting, respectful, and successful—all at the same time.