An gym advert has come under fire for “objectifying” women for its image of a woman riding a bike in a thong.
The ad, for Cardiff-based gym UFit Fitness, appears on billboards around the city.
The controversial image is accompanied by the caption: “There’s better things to be stuck behind than the car in front.”
The advert was recently tweeted by science blogger Alice Gray, who said it was an example of “sexist advertising”.
Since Gray’s tweet, many others have taken to social media to complain about the advert.
Some have said the ad “encourages men to sexually objectify” women, while others want to cancel their gym membership at UFit Fitness after seeing the billboards.
Caitlin Roper, from women’s rights group Collective Shout, agrees that the adverts objectify women.
“Companies like UFit Fitness that sexually objectify women to flog products tend to think they are being subversive, edgy, clever. The opposite is true - it’s sexist, lazy and completely lacking in any creativity or original thought,” she told The Huffington Post UK.
“This kind of advertising is openly hostile to women, likely alienating half of their potential market. How is this good for business? Does this gym have so little to offer prospective clients that it’s best marketing strategy is ‘look, women’s backsides’?”
She added that the campaign image “encourages male gym-goes to sexually objectify and potentially harass female patrons”.
“Is this consistent with UFit Fitness’ stance on sexual harassment? Is this kind of behavior tolerated or condoned in the gym? Are female staff members at risk of abusive treatment?” she asked.
“Women using gyms do so for their own purposes - they do not exist for the enjoyment of men. It’s 2016, we shouldn’t have to keep having these same conversations defending women’s humanity.”
The Huffington Post UK has reached out to UFit Fitness for comment, but has yet to hear back at the time of publication.