'Sexist' poster pulled by Southeastern railway after MPs Teresa Pearce and Sadiq Khan complain

The poster featured an image of a woman's behind

A southeastern high speed train (Julian Finney/Getty Images)

A railway firm has been forced to end a safety poster campaign across 70 stations, after it was branded as “sexist”.

The Southeastern poster featured a close-up of a woman’s behind in a pair of jeans.

The caption inside a red heart alongside the image read: “Good for sitting, squeezing, and shaking, don't bruise it. Please take extra care in wet weather conditions. Love every bit of you.”

Teresa Pearce, MP for Erith and Thamesmead, was among those to complain about the advert, and has demanded an investigation into how it was allowed to appear in stations.

Ms Pearce told The Evening Standard she was “shocked” by the poster.

“Women face sexual abuse and harassment every day on public transport, and it was appalling to see that Southeastern think that it is ok to trivialise it in this way,” she said.

Tooting MP Sadiq Khan also expressed his concern about the poster on Twitter.

A Southeastern spokesman said: “The poster was used as it was intended to be a harmless, but impactful way of drawing attention to safety issues at stations, particularly trips and falls during wet weather.”

“This poster was put to an independent panel, which included both women and men, who approved it before it was used.

“We since recognise that to some it may cause offence and have taken appropriate action by removing it.”

The adverts come after pen manfuctuere Bic withdrew a Facebook post featuring a woman alongside the caption: "Look like a girl. Act like a lady. Think like a man. Work like a boss."

The image was shared as part of Women's Day in on Bic's South Africa page.

Bic later apologised, and said the slogan was taken from a Women in Business blog site.