News, views and top stories in your inbox. Don't miss our must-read newsletter Sign up Thank you for subscribing We have more newsletters Show me See our privacy notice Invalid Email

A bus company plans to remove posters showing a topless woman holding a sign saying "Ride me all day for £3" – less than 48 hours after launching them.

New Adventure Travel Ltd (NAT), based in Cardiff, South Wales, posted photos of the new advert on its Facebook and Twitter accounts this morning, showing the half-naked woman in a sultry pose, barely hiding her modesty with the provocative slogan.

But feminist groups slammed NAT, with critics suggesting a boycott of the company's headquarters.

Members of the Cardiff Feminist Network took to Facebook to say the poster is "disgusting" and a "terrible error of judgement".

We Are Cardiff tweeted: "Just saw this advert on a bus in Canton, and it's an absolutely unacceptable way of advertising a bus ticket."

Lis Parsons wrote on Facebook: "I'm speechless. It doesn't make me feel I'd be safe or respected on one of their buses. It's hugely insulting to all women, including sex workers.

"The fact that she's obviously topless behind the sign she's holding. Did it not occur to the people behind this that women are people who use buses, we're not just objects to be ridiculed?"

Have you spotted a dodgy advert? Email YourMirror@mirror.co.uk

Marianne Rhiannon wrote: "Absolutely disgraceful advert promoting sexism and rape culture.

"I will not be using your service until these as removed and assurances are given that women are safe travelling on your services. You clearly have a shocking attitude towards half the population."

Dr Heather Brunskell-Evans, s enior research fellow at the University of Leicester and spokeswoman for Resist Porn Culture, said: "The problem with the advert for Cardiff buses is not only does it suggest that women can be bought as sexual objects – and, in Cardiff, so cheaply – but also that women are happy to sell themselves.

"At Resist Porn Culture we think we should stand up against such sexism, especially since we live in a world where there is much sexual violence towards women and sexual abuse of girls."

It later emerged today that the company also uses a topless photo of a man in its advertising campaign – but critics still say it's sexist.

Student Vicky Chandler tweeted: "Don't worry men, your bodies aren't immune from the sexualisation of NAT either! Terrible marketing."

Edith England wrote on Facebook: "The fact that they've also produced a sexualised image of a man on some of their posters really does not mean that the one of the woman is not sexist."

Yvonne Traynor, southern CEO for charity Rape Crisis, said the male version of the advert did not make them "less offensive".

She said: "It is absolutely appalling. I don't know how on earth anyone could have thought this was a good idea. On every single level it is wrong and there is no excuse for it.

"It is not justified just because their is a male equivalent – it is still sexual objectification being used for advertising."

Polly Neate, chief executive of Women’s Aid, said the adverts are part of a "rampant misogynistic culture".

"With two women a week being killed by a partner or ex-partner, it is vital that we do not accept such blatant sexism," she said.

"We are pleased that the adverts are being withdrawn but dismayed that they were ever seen as fit for purpose.”

New Adventure Travel said this morning "there is no-one available here to comment on this today," before telling the Mirror Online to call back tomorrow.

But within three hours of launching their new service, the company said in a statement: "In view of the reaction to our bus advertising today we wish to set out our position: Firstly we have stated that our objectives have been to make catching the bus attractive to the younger generation.

"We therefore developed an internal advertising campaign featuring males and females to hold boards to promote the cost of our daily tickets.

"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. 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 twenty four hours."

On their website, the private company describes itself as "one of South Wales’ leading transport providers with over 75 vehicles and counting".

The city centre company operates a fleet of 25 high quality coaches on a mixture of local contracts, UK and European private hire and holiday work, their website claims.

They also provide buses for Swansea City Football Club and the Cardiff Devils Hockey Club.

The company launched 10 new buses today on its new cross-city route between Pontprennau and Culverhouse Cross, with the routes running every 15 minutes throughout the day to the city centre.

Cardiff-born Charlotte Church also waded into the row, tweeting that it was "atrocious".

The singer-songwriter is no stranger to controversy, yesterday challenging professional loud-mouth Katie Hopkins to charity boxing match.

The Advertising Standards Authority said they had received 45 complaints about the advert within three hours of its launch.

A spokesman said: "We’ve received complaints about this ad but we understand that the advertiser will be taking it down within the next 24 hours and has removed its accompanying tweet in response to the concerns it’s received. We’ll continue to monitor the situation in case further action is needed."