Image via Lumen

A dating app’s advertisement featuring a “sexy Santa” might be too hot for Christmas, as it has been banned from appearing on London’s tube stations.

Exterion Media, the advertising agent for Transport for London, claimed that over-50s dating app Lumen sexually “objectified” 58-year-old model Paul Orchard, who is seen topless in a holiday-themed banner.

The advertisement is accompanied with the slogan, “Pull a cracker this Christmas.”

The agency has ordered for revised versions of the billboard to feature a clothed model, along with a “less suggestive” catchphrase, detailing that the imagery was not compliant with the guidelines set by the Committee of Advertising Practice.

The banner “could be seen as objectifying the man and his physique,” it said.

Lumen’s founders have labeled the judgment as “ridiculous,” with co-founder Charly Lester assuring that the ad had been created “to be a bit of fun… I don’t think it is rude—it is cheeky.”

“Our app is all about anti-ageism, body confidence and being yourself, so to have this banned is a bit depressing. It’s ridiculous and absurd.”

Echoing the creators’ sentiments, Orchard—the model in the advertisement—argued that London Underground often flaunted images of younger people who were “wearing much less than I am.”

An edited version of the ad, which shows Orchard in a red suit, includes a new tagline that reads, “Santa, Baby,” and can be found at Euston station.

For anyone keen to enjoy the original visuals of granddaddy Orchard, though, the “banned” edition will pop up around the UK this week.

[via Evening Standard, images via Lumen]

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