Firm can put its arousal oil in stores but not on its car

The Asian distributor of a sexual enhancement product for women is seeking a judicial review of the government's decision to refuse it a personalised vehicle registration plate using its 'offensive' brand name.

In an application for judicial review filed on Friday, Zestra Asia asked the Court of First Instance to review the commissioner of transport's decision, contending there was no ground for his ruling.

Zestra Asia - a Hong Kong company for the distribution of the 'feminine arousal fluid' - had submitted an application for a personalised licence plate reading 'ZESTRA' on April 7, according to the writ.

Its application was rejected on August 29.

The writ said the commissioner for transport, Alan Wong Chi-kong, sent Zestra Asia a letter stating the application had been rejected because 'it is likely to be offensive to a reasonable person or has a connotation offensive to good taste and decency'.

Arguing there was no ground for finding the proposed registration plate 'ZESTRA' offensive, Zestra Asia alleged in its writ that the decision to reject its application was 'unreasonable'.