PornHub recently launched its $9.99 monthly subscription service, and an advertisement endorsing it which uses Parmigiano Reggiano cheese as a selling point.

Pornhub Premium Commercials -- Grocery Store from Pornhub TV on Vimeo.

The ad features a couple shopping at the grocery store, where one says the other "Why don’t we get this aged Parmigiano-Reggiano ... They say it’s the Pornhub Premium of cheeses.”

The Parmigiano-Reggiano Cheese Consortium is not happy about the use of their name in the advertisement, calling it “not only distasteful and unacceptable, but offensive for our producers and their work”.

Lawyers of the consortium are debating on whether they have grounds to take legal action against PornHub.

Spokesman Igino Morino says, “In the advert they’ve used the term Parmigiano-Reggiano, not the term parmesan which can be used generically in the US.”

The consortium says a change of wording would not be enough and has requested that the advertisement be removed immediately.

Facts about pornhub premium:

 Pornhub Premium's ad campaign relies on the concept of "talking about it at inappropriate times" in safe for work ads.

 PornHub was founded in 2007 as an ad-supported porn streaming service, where users are free to upload their own videos.

 PornHub plans to incorporate virtual reality integration by 2016.

Cover image: Wikimedia Commons