You can advertise sex toys on the subway, provided you don’t show any sex toys or really say what you’re advertising, under a lawsuit settlement reached by “sexual wellness” marketer Dame with the Metropolitan Transit Authority.

Dame ads began running on subway cars Monday under a deal that ended a federal lawsuit filed in 2019 in U.S. District Court in Manhattan by Dame against the MTA, which along with Outfront, the company that manages New York City transit advertising, rejected an earlier campaign showing actual sex toys.

“As part of the settlement, Dame will run a paid advertising campaign on MTA subway cars in November through January,” an MTA spokesman said in a statement. “The advertisements will promote Dame’s brand and, unlike the earlier ads involved in the lawsuit, will not specifically depict or refer to its products.”

“The MTA was disproportionately applying their anti-sexually-oriented business clause to women’s pleasure advertisements, which is unconstitutional,” said Alexandra Fine, CEO of Dame, in a statement. “They allowed erectile dysfunction advertisements to run while denying us, making them a social and economic gate-keeper on who is entitled to pleasure. We’ve had to fight for our right to advertise, and we believe this is a step forward in closing the pleasure gap.”

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That gap, according to Dame, has included allowing erectile dysfunction ads showing “phallic cacti” and using sexual inuendo. Dame, in its MTA-approved ads, also goes the route of floral allegory, showing a hand touching a flower, and any inuendo is quite subtle.

The visually striking in-house created ads may leave subway riders wondering what the fuss is about, unless they should whip out their phones to capture a QR code for more information. Ads with “Get In Touch” headlines proclaim: “At Dame we believe that feeling good should feel good. That’s why we make products for pleasure.”