Dozens of complaints made over 'ride me all day' bus ad

Fifty complaints have been made to the advertising standards watchdog in response to a Welsh bus company's "ride me all day for £3" ads that featured a naked woman.

New Adventure Travel: said bus ad did not intend to cause offence
New Adventure Travel: said bus ad did not intend to cause offence

The ads, by Cardiff-based New Adventure Travel, were pulled yesterday after they sparked outrage on social media.

They feature a naked woman who holds up a sign that displays the line "Ride me all day for £3".

This morning a spokeswoman from the Advertising Standards Authority said people had complained about the depiction of the woman in the ads being offensive.

She added: "The bus ad would fall outside our remit as it is advertising by the company on its own property and would probably be a matter for the local authority."

Yesterday New Adventure Travel said the ads were designed to "make catching the bus attractive to the younger generation".

A statement on its website said: "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."


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Just published