The ad features three men, with their private parts covered by a beach ball of different sizes, inviting their audience to buy condoms online.

It appeared in a shopping area and will likely spark indignation from parents who shop in the area with their children, La Gazzetta del Mezzogiorno reported.

“Who knows what the self-righteous might say this time,” the newspaper said.

“How will they explain these three bold young men to their children, touting condoms of all sizes, colours and flavours?” 

Website Comodo.it hit back at the newspaper, saying it was wrong to criticize the awareness campaign.

The ad, which is on a number of billboards across Bari, is designed to promote 'made to measure' condoms, which help avert the risk of men not wearing condoms because they fit poorly.

"The message informs people about the possibility of using condoms which are tailored to various sizes, from small to large. Using condoms is an act of responsibility towards those who wear them and others."