KUALA LUMPUR: "Hey Sugar, upgrade your love life."
LED billboard advertisements bearing these words which belong to an "online dating" company called Sugarbook have now been instructed by the Kuala Lumpur City Hall (DBKL) to be removed.
DBKL corporate planning department's media unit in a statement said investigation found that the license for the advertisement structure is held by the Federal Territories Foundation (YWP) who appointed an outdoor advertising company called Out Of Home as the operator.
It is learned that the Sugarbook advertisements were put up in Bangsar and Bukit Kiara.
"The content of the Sugarbook advertisements as displayed on the LED advertisement structure did not get the approval of DBKL and YWP.
"The operator of the LED (billboard) has been notified on the sensitivity of its content with regard to the norms of Malaysian society and they have to remove it from the LED display immediately.
"DBKL has issued a directive to YWP and Out Of Home to retract the advertisements at these two locations," the statement read.
Photos of the billboard advertisements have gone viral on social media with many voicing concern on the nature of Sugarbook's business.
On its website, Sugarbook, using the tagline "where romance meets finance", describes itself as a "social networking platform that helps build beneficial relationships with our society's elite".
"Unlike other dating websites, we understand that privacy is of the utmost importance therefore, we strive to provide a community for honest and transparent relationships," Darren C, the founder and CEO of Sugarbook was quoted as saying on the website.