By Daniel Hunter

A South Wales bus company has been forced to remove its adverts after allegations of sexism.

NAT Group unveiled a campaign on its buses to promote its £3 day ticket - topless women are seen holding a board covering their bodies; the board reads "Ride me all day for £3".

The campaign resulted in outcry from the public, who accused the bus company of sexism. It follows a similar, albeit smaller, reaction to Protein World's 'Are you beach body ready?' advertising campaign.

But NAT confirmed that the campaign features both men and women holding the 'Ride me all day for £3' boards.

In a statement, the bus company said: "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."