Charge supermarkets for toy sales: sex lobby Withdrawn: The sex toy is off Woolies' shelves. Adult industry lobbyists want supermarket chains Woolworths and Coles to be prosecuted over the illegal sale of sex toys. Woolworths branched out into the adult sector last month, introducing Durex's vibrating bullet clitoral stimulator across 900 stores nationally. The move followed a decision by rivals Coles to stock a vibrating ring that slips over a condom. While Woolworths has since bowed to criticism and dumped the battery-powered devices after just a fortnight, the adult industry has called on authorities to prosecute both retailers for "blatantly side-stepping laws" that limit the sale of sex toys. Fiona Patten, president of the Australian Sex Party and chief executive of Australia's national adult industry body, the Eros Association, said: "It is unfair that adult shops must jump through myriad hoops to get planning approval and are strictly regulated yet mainstream stores sell the same products without having to adhere to similar regulations." In NSW, non-contraceptive sex products can be sold only in shops that have been granted a restricted premise licence by local councils. While laws differ between states, licensees must abide by strict conditions that commonly require premises to be at least 200 metres from schools and churches. Windows are often required to be blacked out and admission restricted to over 18s, with offences prosecuted by police under section 578E of the Crimes Act. On Friday, Coles announced it would be withdrawing its vibrating rings. A spokeswoman said: "Coles' commitment to sexual health means that we have stocked a standard range of sexual wellbeing products for over 10 years. In that time, we have only stocked a few products, for a short period, that sit outside this definition. Coles recognises the community's concern and we have withdrawn the product from sale. As Fairfax Media revealed last week, Woolworths displayed sex toys within reach of popular children's products featuring the Wiggles and Dora the Explorer. While Ms Patten was critical of both supermarket chains, she said the biggest offenders were the increasing number of lingerie stores that sell a range of adult toys and books in shopping malls "without any restrictions." Honey Birdette, an upmarket lingerie boutique with stores in Sydney and Parramatta Westfield complexes, stocks an extensive range of sex toys costing as much as $260. Honey Birdette did not respond to questions by Fairfax Media. Ms Patten said: "Adult shops would not stand a chance getting planning permission in such high-traffic precincts. Although what the lingerie stores are doing is illegal in many states, I'm yet to hear anyone bringing them to task on it. A Woolworths spokeswoman said: "We were not aware that there may have been a potential compliance breach. We are reviewing compliance in relation to this product in NSW to ensure this situation does not reoccur. Twitter @eamonnduff