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."


Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content