Butt Plug Billboard Winks at Alleged Chess Cheating Scandal

Butt Plug Billboard Winks at Alleged Chess Cheating Scandal

STOCKHOLM — Nordic pleasure product brand RFSU has capitalized on a current scandal in the chess world over alleged cheating using anal toys, by referencing the controversy in a billboard advertising campaign for its products.

The ad was highlighted last week as “Ad of the Day” by marketing publication The Drum.

As XBIZ reported, the pleasure product sector has been abuzz with rumors that pro chess player Magnus Carlsen accused 19-year-old chess prodigy Hans Niemann of working with an accomplice who allegedly activated vibrating anal beads to guide Niemann's play.

RFSU quickly “created a reactive campaign in a clever move to tout its products,” The Drum’s Amy Houston reported.

The campaign involves billboards and social media posts targeted to Sweden, Norway, Finland and Denmark.

According to The Drum, one of the billboards depicts a butt plug sitting on a chess board, with copy that reads, "This isn’t cheating. It’s a winning move."

Anette Otterström, communication and brand manager at RFSU AB, told The Drum that, “Finally, sex toys get their well-deserved time in the spotlight. However, we want to nuance the cheating accusations, since sex toys are incredible shortcuts to get people on top of their game in bed.”

The campaign was created by Valtech Radon with media support from Scream.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Sexpo Australia Relaunches as SexEx

Sexpo Australia founder David Ross has relaunched his adult lifestyle expo as SexEx.

Orion Unveils New Styles From 'Svenjoyment Bondage' Line

Orion Wholesale has released two new styles from its Svenjoyment Bondage line.

NYC Adult Stores Lose Challenge to Zoning Law, May Face Relocation

The U.S. Court of Appeals for the 2nd Circuit on Tuesday upheld a lower court’s decision to allow enforcement of a 2001 zoning law aimed at forcing adult retail stores out of most parts of New York City.

B-Vibe Spotlighted in Glamour Magazine

B-Vibe has been named Best for Anal Toys in a Glamour Magazine article on pleasure brands.

Williams Trading, ANME Founders Partner for Livestream Event

Williams Trading has partnered with CalExotics, Doc Johnson, and Nasstoys to host a virtual trade show July 14-15 during ANME.

Eldorado Names Sandy Nuyt Sales Director

Eldorado Trading has appointed Sandy Nuyt as its new sales director.

Orion Debuts 'Glans Masturbation Cup Trainer' From Rebel Line

Orion Wholesale has released the Glans Masturbation Cup Trainer from its Rebel collection.

ProDx Health Introduces 'Assured MoFi ID' Testing Program

ProDx Health has introduced its new Assured MoFi ID Program for testing.

Eye of Love Expands 'Bloom' Collection

Eye of Love has introduced two new perfume oils from its Bloom collection.

Nobü Adds to 'Essentials' Collection

Nobü is expanding its Essentials collection with three new pleasure products.

Show More