Melbourne brothel owner Andrew Hewinson said he planned to erect another six signs in the city advertising his xxx.com.au internet domain name.

The new billboard is Mr Hewinson's latest marketing campaign after creating controversy last year with a similar "sex" sign in Little Bridge St.

That sign was removed after Ballarat City Council received more than 50 complaints.

The council's chief executive officer Richard Hancock will decide today whether to take down the latest sign, which links into Mr Hewinson's Pickwood Lodge brothel.

However, Mr Hewinson claimed his latest sign is part of the Federal Government's national health campaign promoting good sexual health and not a plug for his brothel.

"I would be astounded if the council took this sign down, and if they do, it will only add to my strong legal case against them," Mr Hewinson said.

"The new sign is there to generate awareness of sexual liberty in all its forms and is part of the Prime Minister's national campaign.

"At the moment, it leads into the Pickwood Lodge brothel website but that will be replaced by other brothels in the future.

"Rest assured, there will be plenty more signs going up over the next few weeks, this is just the start of it."

Mr Hewinson admitted that the council's stance over his first sign was a factor in his latest round of advertising.

"Yes, it was a contributing factor, the Ballarat council cannot dictate to the public on its sexual flavour," he said.

"They can only take action on legal grounds, not moral ones."

Mr Hewinson also repeated his statement made on ABC Ballarat on Friday that he would be willing to conduct sex education lessons in Ballarat schools if required.

"I'm naturally a shy person but I'm happy to talk to children about the legal sex industry," he said.

"I could give as much information as the children wanted but the schools would need to decide what was appropriate and what wasn't."