A women’s group from a trade union in Alicante has demanded the immediate withdrawal of an advertising campaign for a shopping centre which has adorned the back of buses in the city.

The posters depicting three young ladies wearing swimsuits from behind are considered sexist and demeaning by the group, and are both “outdated and cheesy”.

The union state that the posters are a “flagrant breach of Article 41 of the Organic Law for Effective Equality of Women and Men”, which states that “advertising which involves a discriminatory conduct is considered illegal in accordance with the provisions of general law”.

The Councillor for Equality in the city of Alicante, María José Espuch, has also called for the immediate withdrawal of that advertising campaign, stating that this advertising campaign has a “clearly macho” character and offers a “sexist and inadequate” image of women.