“Creepy” adverts for Channel 4 show Naked Attraction are to be removed from London buses.

The decision by Transport for London (TfL) follows criticism on social media about the campaign, which includes a sign pointing towards the top front seat and the words “loves being naked”.

An arrow on one of the other posters points towards a seat in the middle and reads “hates naked attraction”, while a third poster indicating the back seat says “loves naked attraction”.

What the hell is this creepy bus ad? You can’t just label non-consenting passengers like that. Does @Channel4 not know how many sexual assaults take place on buses? pic.twitter.com/SQQoYUmFqv

The adverts were accused of putting passengers at risk of sexual assault and being “tone deaf”, while there were also concerns about children sitting in the indicated seats.

Writer Tracy King said on Twitter: “What the hell is this creepy bus ad? You can’t just label non-consenting passengers like that. Does @Channel4 not know how many sexual assaults take place on buses?”

She added: “The bar shouldn’t be this low but can ad agencies perhaps start with ‘does this concept afford the bus user basic dignity, privacy and autonomy?’.”

A TfL spokesperson said they “work tirelessly to ensure public transport is a safe environment for everyone” and that “any report of sexual assault or inappropriate behaviour is investigated and treated extremely seriously”.

“We have reviewed the ad campaign and decided that it should not continue to run on our bus network,” they said.

“It will be removed as soon as practicable.”

The Advertising Standards Authority (ASA) said it received 26 complaints about the advert and is in the process of assessing them.

“Specifically, complainants argue that the ad sexualizes members of the public and does so without their consent,” a spokesperson said.

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They also said some people argued that it encourages and makes light of sexual assaults that take place on public transport.

More than half of women in London – and one in five men – have been sexually harassed on public transport, according to a YouGov poll published in 2020.

Naked Attraction is a controversial dating series in which people see potential love interests whose naked bodies are gradually revealed to them.

A spokesperson for Channel 4 said: “This ad is based on a Channel 4 entertainment programme. It was not our intention to cause offence and we apologise if it has done so.”

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