A Nelson, B.C., sex therapist is furious the Insurance Corporation of B.C. won't let him have a vanity licence plate celebrating his profession.
"I'm a sex therapist. I just wanted 'DR. SEX' or 'SEX DOC' to appear on my licence plate, that's it," said Dr. David Hersch, adding the personalized plates would reflect his dedication to his practice.
ICBC argues the plates are unacceptable and violate its current guidelines.
In a letter to Hersch, the provincial insurance company said it follows the same rules Saskatchewan and Ontario do, banning any words that could be interpreted as vulgar or offensive to anyone — including the word sex.
Hersch said ICBC is being ridiculous.
"This opinion has to do with morality. They talk about reducing drivers' level of attention and care because they see the word 'sex' on a licence plate. Well, we've seen lingerie ads on the freeways," he said.
"I am offended by the morality and the Victorian attitudes, so frightened of the word sex."
He said the arbitrary rules are absurd.
"There is a guy here in town who is a dentist and his licence plate is "2TH DOC" — tooth doc. So why is his part of the body OK and mine is not OK?"
Hersch said he plans to take the letter from ICBC to a lawyer and may pursue legal action.