Playboy South Africa is not featuring Lindsay Lohan on its local January 2012 cover, despite initial reports from the USA that the Lohan edition is already flying off the shelf that side of the Atlantic.

According to Playboy South Africa editor-in-chief, Charl du Plessis: "Lohan was paid $1 million dollars for this shoot, a Marilyn Monroe retro-style shoot, and which Hef ordered to have redone after he did not like the first results.

“Her fee included US rights only, and we were told we would have to negotiate for South African rights upwards of $100 000.”

He said the US sells more than 1.5 million copies per month, while demand locally is significantly smaller. Furthermore, du Plessis explained, Playboy South Africa was barred from releasing a local edition prior to December 30, which would have affected circulation and distribution process.

"Initial online activity after the shoot leaked on the Internet may suggest that we made the right decision,” he said.

“Comments like 'those bucks can buy a lot of rehab,' or 'she looks like she is channelling Marilyn' were flying all over the net.”

Then, du Plessis said, the now-famous Slammy Awards, an irreverent send-up of celebrities for the worst in social deviancy and assorted bad behaviour, gave Lohan their 'We've Seen More Of Her Getting Out Of A Car Drunk' award, stating that 'after all these years of giving it up for free, it's high time she turned pro.'"

"We have opted for a very different cover option for our January/February edition, and ironically, someone that is much bigger than Lohan. In several ways, we should add.”

He said Playboy South Africa has no doubt it will become their best-selling cover since its launch.

Earlier this month, Playboy boss Hugh Hefner's tweeted that the US Lohan edition is “flying off the shelves”.

A company rep told CNN that the issue is selling "very well", although they wouldn't reveal sales figures.

Initial reports claimed that the issue had been met with a cold reception from consumers. FoxNews.com reported that the magazine "fell flat" with buyers. They quoted shopkeepers as saying: "No one has bought it."

However, gossip bible TMZ (who are usually on point), said that the sales were "on fire".