Life is short. Have an affair

This billboard has appeared in Camden, for the extra-marital affair match-making website http://www.ashleymadison.com/, their tagline is "Life is short. Have an affair." Boris is thinking of suing the company for using him as their unofficial spokesperson on the advert, Boris himself has had well-documented affairs in the past.

This is a really good way to get people talking, all the company have had to pay for is a billboard for 2 weeks, yet the PR they have received from this, including getting themselves into national newspapers is priceless. I think it would be smart for Boris to just ignore the poster and not sue, by banning the advert he's only going to make people talk more, which is a great thing for Ashleymadison.com but not necessarily for his easy-going reputation.