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What a boob!
Fitness firm admits mistake in siting of risque billboard
A vandalised advert on a Bedford billboard showing a giant naked woman was removed this week after a company admitted its siting had been a "mistake".
The image of the smiling, falling female – accompanied by the slogan, 'Enjoy your body' – had gone up in Ford End Road, Queens Park, only a short walk from two mosques.
But bosses at gym chain LA Fitness – which had placed the poster through an agency – admitted on Tuesday the location was wrong and ordered it to be taken down.
It had already been covered with paint in an apparent act of anger at the display of so much female flesh.
Imam Irshad Ali, of the Bedford Islamic Centre, said the picture would have caused offence within many parts of the community, and accused LA Fitness of "insensitivity".
He said: "This is an issue of public decency affecting no section of the community in particular, but could be affecting many of the more observant people within the Asian community – not just Muslims but Hindus as well. There are also some very observant Catholics in Queens Park.
"It shows insensitivity that this picture was placed in a location where particular sections of the community which could be more affected than others would see it.
"We have to respect the multi-faith character of our society and respect the sentiments of all."
The billboard appeared as part of an LA Fitness campaign promoting the benefits and enjoyment of regular exercise.
It showed a blonde woman falling without the benefit of clothing, with her hand and the word 'Enjoy' covering her breasts. Her blushes were further saved by a strategically raised leg.
But these gestures towards the prim and proper did not appear to have gone far enough for everyone, and by last Thursday the billboard had received its unofficial paint job.
This week LA Fitness admitted an error had been made, despite checking the risque picture and others appearing in the same ad campaign.
A spokesman said: "We don't wish our images to be offensive, and before releasing the images we asked the Advertising Standards Agency to approve them, which it did. Furthermore, we also commissioned an independent nationwide survey of 2,500 people. Ninety-seven per cent of those questioned did not find the images offensive.
"However, we felt it important to take into consideration different sensitivities and carefully planned where our advertising has been positioned.
"Unfortunately, it seems that a mistake was made by the media buying agency in respect to Bedford, and while we do not condone the criminal activity of defacing billboards, the poster will be removed.
"We have received very few complaints, but welcome feedback about the new campaign through appropriate channels."
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Weather for Bedford
Saturday 26 May 2012
Today
Sunny
Temperature: 11 C to 23 C
Wind Speed: 18 mph
Wind direction: East
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Sunny
Temperature: 11 C to 24 C
Wind Speed: 15 mph
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