With Britain going crazy over Fifty Shades of Grey (we're proud to say that we HAVEN'T read it), 80-year-old charity the Family Planning Association (FPA) is now doing its bit to help Britons add more excitement in the bedroom by launching a website selling sex toys, games and DVDs.
In an attempt to challenge the 'bad and ugly' practices of the growing number of online sex shops, the FPA hopes its 'good' alterative will not only give Brits the option to choose a more ethical approach but also improve the nation's sex lives through playful fun.
All profits from sold items, which include several rabbits, a Kama Sutra card game as well as more 'advanced' toys, will go to the FPA to support its charitable work across the UK.
'The internet has created a new era of freedom for people to buy sex products and toys' explains, Terry Hawkins, Business development manager, FPA.
'Just as innovations like the Kindle and downloadable books have kick-started the 50 Shades of Grey phenomenon, people also like the anonymity and choice that the internet offers for exploring their sexual desires.'
'However, we're increasingly concerned by some of the common practices in this sector and believe there is a need for safe and trusted place where people can shop with confidence.'
The FPA will change any product descriptions it feels are unnecessary explicit and boycotts products with offensive names and packaging or violent and aggressive connotations.
The site also provides its customers with advice on how to use the products safely and on any questions or concerns relating to their sexual health.