A south Wales bus company says it will withdraw an advertising campaign following an online backlash.
The New Adventure Travel advert depicts a semi-naked woman on the back of buses holding a billboard which reads: "Ride me all day for £3".
The company said it had been trying to "make catching the bus attractive to the younger generation."
It has attracted an angry response on social media - including criticism by MPs.
On Facebook, one person wrote: "Absolutely dreadful advert, what is wrong with you?!"
Another said: "Do they seriously think they can get away with this? Women should take a stand on this and boycott that bus company."
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