Durex unveils ’50 ways to love’ game in Malaysia as Fifty Shades of Grey film is banned

Durex 50 Ways to LoveCondom brand Durex has launched a Valentine’s Day promotional game entitled ’50 Ways to Love’ in Malaysia just as “pornographic” film Fifty Shades of Grey has been banned in the conservative Southeast Asian country.

Launched on 1 February, an online game invites players to turn their “dream date into reality” with 50 different “inspirations” to celebrate their love with their partner.

Similarly to dating app Tinder, the player swipes right to say ‘yes’, they would like to try the suggested idea with the other player, such as writing sex-themed poetry or re-enacting a sex scene from a classic film.

If a player buys above a certain amount of Durex condoms while playing the game, they get a limited edition Valentine’s Day gift box.

Fifty Shades of Grey, the film version of the bestselling novel by E.L. James, was denied appearing in cinemas by the Malaysian Film Censorship Board and a release date of Thursday of this week – two days before Valentine’s Day – was cancelled.

Fifty Shades of Grey

Fifty Shades of Grey

The head of the censorship board called the film “more pornography than a movie.”

“The board made a decision in view of the film containing scenes that are not of natural sexual content. The content is more sadistic, featuring scenes of a woman being tied to a bed and whipped,” Abdul Halim of the censorship board said.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing