Liu Xiang furious after being featured in premature ejaculation ad

London, Sept 29 (ANI): Chinese hurdler Liu Xiang is reportedly suing a medical company for using his photograph to promote a drug for premature ejaculation, without taking his permission.

According to the Sun, the advertisement - which shows Xiang sprawled on the track with his head bowed in shame - is captioned, "Falling down at the beginning of the race! Premature ejaculation: Man's unspeakable pain."

Xiang's national manager Li Guoxiong - from Beijing's Track and Field Centre - told local media, "We will discuss this with Liu and his coach and decide how to stop this."

Liu's coach Sun Haiping said that they would be studying the case and would "definitely sue the hospital if it was proved to be using Liu's picture," Shanghai Daily reported.

The advertisement goes on to boast that, with the clinic's latest technology, patients can prolong their "sexual life" for 15 minutes with a simple surgical procedure.

The ad has been posted on flyers and distributed all over China. (ANI)

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Liu Xiang furious after being featured in premature ejaculation ad