A POSTER advertising a Kidderminster gym, which sparked outrage on social media, has been replaced.

The poster advertising gym franchise 24/7 Fitness, in Stourport Road, depicted a busty woman’s torso with a logo covering the nipples and the words “made at 24/7 fitness” stamped across her midriff.

A campaign to remove the picture – close to Wyre Forest District Council’s offices – was launched on social networking site Twitter. It also prompted criticism from Wyre Forest MP Mark Garnier.

But the company has now replaced the offending photo from the advert and replaced it with a male torso instead.

Mr Garnier said: “Anything that denigrates women in a sexist way is unacceptable but if the company has acted following the criticism received, this is a welcome and mature response.

“Ultimately, they are trying to sell a product and, as long as it is not in breach of advertising standards, that is acceptable.”

The outcry began with a post on Twitter from Helen Towell, of Solihull, saying: “Get this poster removed from a busy road.”

The Twitter exchanges caught the eye of the No More Page 3 campaign and prompted a rant on the worldwide Huffington Post news site.

Feminist blogger Lisa Clarke wrote: “As a regular exerciser and advocate of fitness I am frankly at a loss to see how this poster in any way promotes a gym, fitness or the potential to shape or tone a body.”

As well as a branch in Foley Business Park, Foley Grove, Kidderminster, the company has gyms in Birmingham, Portsmouth, Southampton, Fareham, Wisbech, Halifax and Norwich.

Before the original poster had been replaced, Lee Palmer, sales manager of 24/7 Fitness in Kidderminster, said the company head office controlled the gym’s promotional material.

He added that the advert had been displayed throughout the summer but the first complaint he had received was on Saturday, October 4, when it was posted on Twitter.

No one from the head office was available for comment.