Despite living in a time of sexual liberation – 61% of couples use contraceptives globally – the mere mention of masturbation is still enough to make many squirm. In its latest campaign, Durex continues to turn the enjoyment of sex – not just safe sex, but kinky sex – as a taboo topic on its head.

Porn sites draw more monthly traffic than the likes of Netflix, Amazon and Twitter combined – they’re even being bought up as prime real estate for ad space and used as platforms for messages of social good. But the mass uptake of porn has also brought on some unwelcome side effects.

Overflowing champagne bottles, foamy shower scenes, models in pillow fights. The sexy tactics used to flog products are well established. Yet with an increasingly feminist culture and studies showing that such imagery can impair our ability to remember what’s being advertised, does sex still sell?

In a climate of increased openness, sharing has never been more intimate. Make Love Not Porn TV is a user-generated site that showcases homemade adult films. Its founder, Cindy Gallop, is out to beat the 'pornification' of sex.