NUS Wales has condemned a bus advertisement used by the New Adventure Travel Group to promote its new cross-city X1 service in Cardiff. The advertisement features an image of a topless woman holding a card that reads ‘Ride me all day for £3’.
NUS Wales Deputy President Ebbi Ferguson said: “We know that many women already feel unsafe on their campuses and this crass and puerile advert does nothing to help that.
“Aside from being in extremely poor taste, it fuels the dangerous attitude that women are nothing more than sex objects. Our own research on lad culture on campus has revealed the distance we still have to go to achieve equal treatment of men and women.
“There are no circumstances where this would have been appropriate - there is certainly no imaginable link between this image and bus travel. It beggars belief that NAT Group ever thought this was a good idea.
“Unfortunately, images like this are all too familiar. Many students will be using this service, and I am horrified that they are exposed to advertising like this.
“This shows an appalling error of judgement and they should be ashamed of themselves for buying into the sexualisation and objectification of women in the name of marketing.”