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Men roused into action over women-only sex toys

Now the shops are being hauled before the Equal Opportunies Ombudsman, the government referee on sexual discrimination, after two men complained that the erotic toys – the bestselling are vibrators and vagina balls – discriminate against males.

The pharmacy chain, Apoteket, had a “misguided and untrue view of sexuality whereby a woman with a dildo is seen as liberated, strong and independent, while a man with a blow-up plastic vagina is viewed as disgusting and perverted”, said one of the petitioners.

Apoteket has made a spirited defence. Eva Fernvall, its head of retailing, said it was simply a matter of maintaining standards.

“As I understand it, there are no products of good quality on the market for men,” she said. “Should there be such products specifically for men, then there is nothing stopping us from selling them.”

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