In a shameless marketing ploy, a London sex toy manufacturer has set smutty headline writers’ minds racing by erecting a “masturbation booth” in the middle of New York.

The “GuyFi Booth” – actually just a phone booth with a laptop separated from public view by a curtain – was launched by Hot Octopuss.

Located in Manhattan on 28th Street and 5th Avenue, the booth is meant to be a place where stressed out, male, nine-to-fivers can, er, you know, relax.

The company, which also claims to be reducing the stigma of male sex toys, says “a little break” can make a big difference to wellbeing and productivity.

You’ve gotta hand it to them, full marks for self-gratifying promotion.

While the idea raises multiple hygiene and common decency issues, it makes for interesting reading on Twitter.

Whose job will it be to clean out this "masturbation booth?" — Diva Plavalaguna (@CamDeezi) January 15, 2016

Everywhere is a masturbation booth if you try hard enough https://t.co/x5eMzes7fj — not shit (@lamarxlewis) January 16, 2016

Who thought a public masturbation booth was a good idea? And how do we deport them? — Jas Waters (@JasFly) January 15, 2016

“There’s no denying that working a nine to five job can be stressful on both your mind and body, especially in the non-stop city like Manhattan,” Hot Octopuss reasoned in a promotional statement.

“It’s really important for guys to look after themselves so that they can stay healthy and focus properly on the task at hand. We’re told time and time again how beneficial it is to have a break away from your desk.”