A billboard sign was taken down from Highway 15 between Moncton and Shediac after a number of complaints that the image of a mid-riff bearing woman was misogynistic.
The sign depicted a woman wearing a midriff-baring T-shirt and bikini bottoms, but was advertising steel fabrication and "machining equipment solutions" for Machine Experts, according to CBC News.
Chris Landry, owner of the company, said that the vision for the advertisement was to give off a summery vibe as people were on their way to and from the beach. But having received more than 200 complaints in less than 24 hours, he decided to take down the ad.
Tina Thibodeau was one among the many who had concerns about the sign.
"The ad represents that you're selling the female, not the machinery," she said. "You're objectifying her, when we objectify women we treat them as objects."
Thibodeau, who was the executive director of a domestic violence shelter in Moncton, said that the ad used as a marketing tool feeds into issues surrounding misogyny.
"This feeds into the issues of domestic violence, it feeds into the issues that women can't get CEO jobs and that they have glass ceilings," said Thibodeau. "It feeds into this whole patriarchy that we have in our society that many still claim we don't have and we do that because we continue to let these types of things happen."
Thibodeau said she did not feel that her concerns were taken seriously, but was happy to see that the billboard had been taken down.
"When we decide we want something to change we can we rally together and we change it," Thibodeau added.
She continued by saying that it was frustrating to be talking about women being objectified, since that is a conversation she has been having for most of her adult life.
"The 80's called. They want their ad back," said Thibodeau.
Landry said he would not use an image of woman in his advertisements unless she was appropriately dressed for a machine shop.