It is a subject that would make most governments blush, but officials in the Spanish region of Extremadura have launched a major programme to encourage what could be described as a more hands-on approach to sexuality.

The region's socialist government has launched a €14,000 (£12,600) campaign aimed at teaching young people how best to set about "sexual self-exploration and the discovery of self-pleasure" – or to put it less delicately: masturbation.

"Pleasure is in your own hands" is the slogan of a campaign that has sparked political controversy and challenges traditional Roman Catholic views on people having sex, even on their own, for non-reproductive reasons.

"This is an intimate subject that should be dealt with at home," complained local opposition leader Hernández Carrón of the rightwing People's party. "We have become the laughing stock of Spain."

"They are interfering with the right of parents to educate their own children about a matter as important as their sexuality," agreed the conservative Confederation of Fathers and Mothers of Schoolchildren.

Officials from the neighbouring region of Andalucia have expressed an interest in copying the programme.

The campaign includes leaflets, flyers, a "fanzine" and workshops for the young in which they receive instruction on self-pleasuring techniques along with advice on contraception and self-respect.

Extremadura's government is funding the campaign through its youth and women's affairs departments.

"The campaign is simple, clear, natural and easily understood by the people it is aimed at, who are aged between 14 and 17," said Laura Garrido, president of the Youth Council of Extremadura.

Commentators questioned why the poorest region in Spain was paying for a campaign to promote onanism.

"Extremadura should be pleased with itself," sniped Pilar Rahola, a columnist in the Barcelona-based La Vanguardia newspaper. "It may have the most unemployed young people in Spain, but they will be the best at masturbation."