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Bare breasts to stay on Movia buses

The bus company isn't budging in the face of intense criticism


Only two out of the nine Movia board members – who are all men – voted against continuing with the current advertisement rules (Photo: Lawrence Shanahan)

July 2, 2014
17:25

by Christian Wenande


The local bus operator Movia has decided not to change its rules regarding advertising on its buses, despite the uproar that has followed a private hospital’s advert for cosmetic surgery that featured a pair of bared breasts.

Movia decided that the criticism of the ad would not deter the company from following its current advertising guidelines, as per legislation.

“We have two exceptions, which we will continue to have: we won’t allow ads that might jeopardise public transport or ads that promote religion opinions or movements,” Thomas Gyldal Petersen, the chairman of Movia’s board, said in a press release.

“The ads on Movia’s buses are part of a larger media picture, where we in Denmark have a broad freedom-of-speech framework, also concerning commercial freedom-of-speech.”

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All-male boardroom
The criticism hinges on the advert giving people low self-esteem issues and that it conveys a view of women that is degrading. It has since been confirmed that the post-surgery breasts featured in the ad are in fact natural.

Only two out of the nine Movia board members – who are all men – voted against continuing with the incumbent advertisement rules.



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