Welsh bus company pulls ads after sexism accusations

The ads featured topless models holding up signs that said, ‘Ride me all day for £3.’ Twitter users, including celebrities, complained.

A bus company in Wales has pulled an ad campaign after it was accused of “atrocious sexism” by people on Twitter, including singer Charlotte Church.

The ads plastered on buses from New Adventure Travel in Cardiff featured topless models holding signs in front of their chests that read, “Ride me all day for £3.”

The company issued this statement Monday, according to Business Insider:

In view of the reaction to our bus advertising today we wish to set out our position:

Firstly we have stated that our objectives have been to make catching the bus attractive to the younger generation. We therefore developed an internal advertising campaign featuring males and females to hold boards to promote the cost of our daily tickets.

The slogan of ‘ride me all day for £3’ whilst being a little tongue in cheek was in no way intended to cause offence to either men or women and, if the advert has done so then we apologise unreservedly. There has certainly been no intention to objectify either men or women.

Given the volume of negativity received we have decided to remove the pictures from the back of the buses within the next twenty four hours.

The United Kingdom’s Advertising Standards Authority reportedly got about 45 complaints about the ads.

How would you rate the company’s response to the outrage, PR Daily readers?


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