KUALA LUMPUR, Dec 18 ― An eye-catching billboard advertisement for the "Sugar Daddy” dating services application on smartphones in Bangsar has been ordered removed by City Hall.

DBKL said it did not approve the advertisement for the app known as SugarBook on the billboard, which is owned by Yayasan Wilayah Persekutuan (YWP).

City Hall added that YWP also did not give its permission for the display of the ad.

"The content of the SugarBook advertisement which was displayed on the LED advertising structure, did not receive an approval from DBKL and YWP.

"The operator of the LED (billboard) has been notified about the advertisement content that is sensitive by Malaysian norms, and it must be immediately removed from the LED display.

"DBKL has issued an order to YWP and Out of Home to immediately revoke the displayed advertisement from both the locations,” the statement read.

Apart from Bangsar, the SugarBook advertisements were also seen in Bukit Kiara.

DBKL said that Out of Home is the company appointed by YWP to operate its digital billboards.

YWP, it said, is the licence holder of the billboards in the said two affluent neighbourhoods.