Although dairy lovers might compare a beautifully shaped, delicious, hard cheese to food porn, an Italian cheese group says an ad that likened a streaming porn service to its famed Parmagiano-Reggiano cheese is basically blasphemy.

The Parmigiano-Reggiano Cheese Consortium says it’s considering legal action against Pornhub, an online company that has been running ads that compares the cheese to its new subscription service, reports The Guardian.

In the ad, a couple is grocery shopping, mulling what kind of cheese to buy.

“Why don’t we get this aged Parmigiano-Reggiano … They say it’s the Pornhub Premium of cheeses,” the man tells his partner, in reference to the $9.99 month new video service.

The consortium called the ad “not only distasteful and unacceptable, but offensive for our producers and their work,” adding that it’s “vulgarly aimed at making a profit from the exploitation of the fame gained by Parmigiano-Reggiano,” the statement said.

The cheese group strictly regulates cheese-making in Italy: only products made in Parma, Reggio Emilia, Modena, and parts of Bologna and Mantova can legally carry the name “Parmigiano-Reggiano.”

A spokesman pointed out that it all comes down to the specific word — the company could’ve gone with the word parmesan, which is the generic term used for the cheese in the U.S.

The consortium has requested that the ad be removed immediately — and that may have worked, sort of: it appears Pornhub has released a new “censored” version of the ad, which now bleeps out the words “Parmagiano-Reggiano” and puts a big black box over the cheese itself.

Watch below — safe for work:

Hard cheese: Pornhub may face legal action over Parmigiano-Reggiano ad [The Guardian]

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