Myer has had to defend a men's advertising campaign featuring the slogan 'The scent is classic, demanding, timeless and never consensual'.
The catalogue advertisement was for Montblanc's 'Emblem' fragrance, which was promoted as part of a Father's Day sale.
The Advertising Standards Board (ASB) reviewed the case after complaints over the campaign.
"It says the product is never consensual," one complainant alleged.
"That is entirely inappropriate, particularly given the product being sold and supports a rape culture.
"If they were trying to say it is irresistable they missed...badly. If that is the tag line Myer should remove the product from sale."
Myer and the supplier reviewed the concerns raised by complaints.
Myer said the fragrance was launched worldwide and originated from France, with the original text translated from French.
The word 'consensuel' is synonymous with dull, boring and uninteresting.
"Both Myer and the supplier are of teh view that the use of the reference to "never consensual" does not present or portray violence and most definitely does not support or imply rape."
The Board agreed with Myer and dismissed the case.