Parmigiano-Reggiano maker cheesed off by Pornhub ad

Emma Haslett
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Parmigiano-Reggiano called the ad "vulgar" (Source: Getty)

Italian dairy products consortium Parmigiano-Reggiano is a little cheesed off, it seems, after porn site Pornhub used its good name in vain in an advert for its new subscription service - which the cheesemaker says is "vulgar".

Now the association has hired lawyers, and says it is exploring the idea of suing Pornhub. Expenses be Edam-ed...

In the ad, a couple shopping for food debate buying a lump of the cheese.

"We don't we get this aged Parmigiano-Reggiano?" a man asks his partner.

"They say it's the Pornhub Premium of cheeses."

But the producers of Parmigiano-Reggiano have taken offence: in a statement seen by the Guardian they said the ad was "not only distasteful and unacceptable, but offensive to our producers in their work".

"[It is] vulgarly aimed at making a profit from the exploitation of the fame gained by Parmigiano-Reggiano," it added.

Maybe the consortium just needs to sleep on it. They'll feel feta about it in the morning...

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