However, the encouraging news today is that regulators look set to relax these rules – condom adverts will be able to be shown on all channels before the watershed, and pregnancy advisory services, including those who can help with abortion, will also be free to advertise on TV.
So teenagers, who are most in need of this kind of advice, will be more likely to see it advertised on TV. Common sense, don't you think?
Simon Blake of sexual health service Brook agrees:
"Young people tell us TV is an important route through which they get a huge amount of messages about sex. So clear, honest, factual advertising about services which provide honest messages is clearly going to be part of shifting the balance away from this over-sexualised media."
But of course there's always an opposite view. Usually a more emotive, less helpful one. Enter John Smeaton, national director of the Society for the Protection of Unborn Children, who informs us that the changes would "further commercialise the killing of unborn children".
The new rules haven't been decided on yet – these suggestions are to form part of a public consultation which will end on 19 June, which could lead to changes to advertising codes in a variety of areas.
Of course, one imagines we'll be hearing plenty from the Christian right (in so far as it exists in this country) in the meantime. Incidentally, I was only saying the other day that Stephen Green of Christian Voice has been very quiet of late (his last "press release" was dated 11 February). Could this be the story that sees him re-enter the fray?
Lastly, speaking of condoms, there was an amusing take on the matter on Charlie Brooker's new show Newswipe last night (which I urge you to watch on BBC iPlayer) - "in case you're wondering, the Catholic method is to remove the condom and then bury the head of your penis in the sand."