that commercials shouldn't be the conversation starter for these topics and that many commercials today are waaay too direct with their message. There were commercials for beer, cigarettes, and feminine products when I was growing up...but they weren't as in-your-face as the ones today are.
Personally, I wish we'd go the way that Europe has and ban all pharmaceutical commercials.
That said, since your son is 10, some of these topics are ones you might cosider covering with your son. At 10 my son was a 5th grader. Our parish (we're Catholic) offered basic sex-ed courses for 4th and 5th graders. The classes were very direct. The kids learned about puberty and the changes for both male and female bodies, reproduction, and discussed how to make moral decisions as they entered middle school.
I'm sure some parents might be aghast at this, but as a Middle School teacher, I can assure you that if you haven't covered these things at home prior to your kiddos moving to Middle School, their friends will cover it for you.
I wanted my son to see and hear everything in a spiritual setting...to have a moral view on what he was going to be exposed to for the next 3 years.