Illustration: Matt Golding.
Coles is retreating from its move to sell sex toys, taking its ''vibrating rings'' off the shelves.
The move comes as adult industry lobbyists want the supermarket giants Woolworths and Coles to be prosecuted over the illegal sale of such toys.
Woolworths boldly branched out into the adult sector last month, introducing a Vibrating Bullet ''clitoral stimulator'' across 900 stores. The move followed a decision by rivals Coles to stock a vibrating ring that slips over a condom.
While Woolworths has since bowed to criticism and dumped the battery-powered devices after just a fortnight, the adult industry has lashed out and called on authorities to prosecute both retailers for ''blatantly sidestepping laws'' that limit the sale of sex toys to ''Restricted Premises''.
Fiona Patten, president of the Australian Sex Party and chief of national adult industry body the Eros Association, said: ''It is unfair that adult shops must jump through myriad hoops to get planning approval and are strictly regulated, yet mainstream stores sell the same products without having to adhere to similar regulations.''
In a number of states, non-contraceptive sex products can be sold only in shops that have been granted a Restricted Premises licence by local councils. While laws differ between states, licensees must abide by strict conditions that commonly require premises to be at least 200 metres from schools and churches.