Complaints follow Cardiff bus company’s ‘ride me all day’ slogan

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A storm of complaints has followed a bus company’s decision to advertise its fares with pictures of half-naked male and female models and the words: “Ride me all day for £3.”

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.

The controversial advert on the back of a X1 service operated by New Adventure Travel (NAT), based in Cardiff, promoting its fares with a picture of a half-naked woman and the words "ride me all day for �3". After a backlash a spokesman for the NAT Group promised the images would be removed from its buses within the next 24 hours. (PA Wire)

The controversial advert on the back of a X1 service operated by New Adventure Travel (NAT), based in Cardiff, promoting its fares with a picture of a half-naked woman and the words "ride me all day for �3". After a backlash a spokesman for the NAT Group promised the images would be removed from its buses within the next 24 hours. (PA Wire)

But the ads have led to dozens of complaints to the Advertising Standards Authority (ASA), with others tweeting their distaste. NAT said the ads were being taken down.

One of those who complained to the ASA was Lisa Derrick. She tweeted: “Can’t believe ad on your buses, NAT Group. Gross! Cardiff is way more progressive than you!”

Matt Navarra asked: “Which marketing muppet gave the thumbs up for this ad?”

A spokesman for the NAT Group 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 (ASA) said it had received 45 complaints about the advert.

An ASA 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.”