Bus firm apologises for ‘ride me’ advert

A bus company has apologised after advertising its fares with a picture of a half-naked woman and the words "ride me all day for £3".

Bus firm apologises for ‘ride me’ advert

New Adventure Travel (NAT), based in Cardiff, hoped the ads on the back of its new X1 service would be a talking point among city centre commuters.

But the stunt looks to have backfired following a backlash.

A spokesman for the NAT Group promised the images would be removed from its buses within the next 24 hours.

He said: “The slogan of ’ride me all day for £3’, while 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 24 hours.”

The Advertising Standards Authority received 45 complaints about the advert. A spokesman said: “We understand the company is taking the advert down so at this stage we are monitoring the situation in case further action is needed.”

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