IT has operated quietly for more than 30 years without incident.
But one of the city's oldest saunas has come under fire from nearby residents after deciding to advertise its services more publicly.
The Comely Bank establishment put up the sign two weeks ago to help new customers find the anonymous building in
the street.
But residents who previously tolerated the business when it operated discreetly are now up in arms over the advertisement.
Local councillor Lesley Hinds has asked the city council to investigate whether the owner had planning permission for the sign after she received a number of complaints.
Some neighbours in the area are concerned that children will spot the sign and ask embarrassing questions of their parents.
Other residents fear a decline in house prices if the presence of the sauna becomes widely known.
Today, the owner hit back at the criticism and said his business had been operating in Comely Bank Place for more than 30 years without complaint.
One resident, who asked not to be named, said: "This is a district full of children, with a primary school and a secondary within a few minutes walk and it seems a most unsuitable siting for such a business, especially when it is made so obvious.
"It's a breach of common decency and disturbing for both children and parents.
"With such a deep doorway a small nameplate could be discreetly placed.
"The business is very unlikely to get passing trade anyway and, in fact, its present "in-your-face" appearance would probably put a potential client off." Cllr Hinds said other residents had registered concerns that the advertising may harm house prices in the area.
She said: "Previously the sauna did not advertise itself in the street. The area is quite affluent and this sign stands out.
"I've asked the council's planning department to check whether it breaks any planning rules.
"Residents are unhappy that children may see the sign and that could lead to embarrassing questions to their parents about what the 'Gentleman's Club' is.
"Next time they have their licence up before the council, residents who previously did not lodge any complaints against it might change their minds."
The Capital currently has around 13 saunas operating under licence from the city council.
A spokesman for the Gentleman's Club said he was shocked that his neighbours could be unhappy about the advert.
He said: "I can't understand what the problem is. This was the first licensed sauna in Edinburgh and we've never had complaints from the police or any residents.
"Everyone in the area knows we are here. These must be new people complaining.
"The sign was put up because people were having trouble finding where we were.
"We've put up signs before. There is nothing wrong with me putting a sign in my own window which simply says 'Gentleman's Club' and our phone number. It doesn't say what it is."
The sauna has previously had names including the Raeburn and the Mayfair over the years.
