A cement company that uses big breasted women, often in bikinis, to sell its product has appeared in court accused of sexist advertising.

La Unión Cement is accused of producing sexist advertising, including using bikini-clad women and close ups of cleavages, to sell its product.

A court in Valencia is due to rule on the alleged sexist advertising after a lawsuit was filed against the building supplies company in October by the Madrid-based Institute of Women, part of the government´s Ministry of Equality.

La Unión has been controversial in its advertising methods for some years, often recruiting attractive women for its campaigns and trade shows, which many might argue, have little to do with the actual product – cement.

The lawsuit concerns various promotional videos for the cement company, which show scantily clad women for no apparent reason, something which is clearly sexist, according to the Institute of Women.

And the company does not stop at using women in its advertising campaigns, even its packaging features suggestive cartoons of big-breasted women.

The prosecution has demanded that the cement company cease all allegedly sexist advertising and has also asked the court to ban any further usage of the images in question.

bbabo.Net