"may not activate ex-evolve for the duration of the turn"

Thank you for your help.

Triple Flash SS4 Son Goku is a card with Ex-Evolve, and it says:

Auto When you play this card, draw two cards, and you may not activate Ex-Evolve for the rest of the turn"

Don't you have to activate ex-evolve to play this card (unless you pay the full cost of 7)?

I'm thinking it means that, AFTER playing the card, you cannot activate any additional Ex-Evolves. My friend thinks it means that you can play the card, but you can't activate the card the round that you play it.

Thanks!