An amendment to the law regarding the vilification of religion and the opening of sex shops will most likely not lead to a surge in the number of sex shops as people seem to prefer to buy such products online.

Ranier Zammit, the owner of the Maltese online sex shop toysfourplay.com, says he would be reluctant to open an actual shop because of the cultural mentality of the Maltese.

Mr Zammit manages his business online and offers free deliveries to all localities in a discreet manner. He set up his business over 14 years ago and it is still going strong today. Mr Zammit did not divulge how many items he sells each day, but said he sells enough to make a living. It is, after all, his main source of income.

A new law approved by Parliament earlier this week allows for the opening of sex shops, as long as a clear warning sign is visible upon entry.

People from all walks of life buy items from websites like toysfourplay.com and the clienteles’ age brackets are also very wide. Speaking to The Malta Independent on Sunday, Mr Zammit explained that his clients vary from young people, above 18-years of age, to people over 80 years old. People with disability are also ‘frequent clients’, he explains.

Online sex shops in Malta sell whatever is available on the international market, from sex toys to special clothing and complex equipment. The competition for a business like Mr Zammit’s mostly comes from online offerings.

A very particular business, such as the one run by Mr Zammit requires discretion, which is why his deliveries are also very private. Still, he has advertised his online shop on several occasions. He explained that most of the orders are made from male clients, but the most popular item remains the rabbit vibrator.

Parliament approved the new law which will allow the vilification of religion, make revenge porn a crime, and allow for sex shops to be set up. According to the law, these shops can be set up with the condition that a warning sign is clearly displayed saying that “persons beyond this notice will find material on display which they may consider indecent” and that persons under 18 years of age are not admitted.  

 

‘Some people find certain sexual experiences liberating’

Speaking to this newspaper, sex counsellor from Willingness, Matthew Bartolo believes that a percentage of the Maltese population would not have a problem visiting such shops and buying from them. But he said sex is still an uncomfortable topic and sometimes regarded as “dirty”, but thinks that society has managed to move on from the taboo. 

“More TV programmes, professionals, and media are discussing the issue openly. Collectively this is helping making sex and sexuality more acceptable. I imagine that a percentage of the population would be OK visiting such shops and buying from them. Another part of the population would still opt for online sex shops as these offer a more discreet and confidential option. There is a small portion of the Maltese society that consider sex toys as a bad thing as they perceive them to be a ‘replacement’ for ‘natural sex’ as opposed to what they really are... toys.”

Mr Bartolo said that there are a lot of individuals and couples who make use of sex toys in Malta. He said some of those who have experimented with sex toys and sex aids like them and feel that they provide an extra edge to their sex life. Others, meanwhile, did not enjoy using them and have refrained from purchasing more.

A particular section of sex toys is dedicated to Bondage, Dominating, Submissive and Masochistic (BDSM) sexual play.

Mr Bartolo said that physiologically, when a person experiences such intense emotions, such as fear, excitement, or pain, it heightens the sensitivity so the pleasure derived is more intense. 

“An example is bondage (when a person is restricted during sex). Although at face value it might feel restrictive or abusive, people who experience it state that it is very liberating. It is about letting go and allowing your partner to take full control of what happens to you. Some argue that sex is about creating a space where you let go with your partner, so being in such a vulnerable position one can experience a more intense and deeper connection and pleasure.” 

As regards domination and submission, current research suggests that such activities are safe as long as it is a consensual role-play, he said.

“The master is a master because the slave accepts it. The moment the slave says the safe word, the play stops and the master is de-roled from his power. People who experiment and practice with such play say they experience an intimacy like no other as they are the focus of the dominator.”

However, there is research that suggests that some people who engage in such play were abused in the past, but more recent research suggests that this is not the norm.  

The sexologist warned that this kind of play should not be experimented with in new relationships and in relationships where the couple do not trust each other fully.