An ad campaign for a new line of bras has been banned from Stockholm's transport network.

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It wasn't the photos of scantily clad women in Lindex's ad campaign that were objectionable, it was the slogan "We love boobs!"

"In our judgement the text will upset certain groups in society," said Maria Adolfsson, press officer at SL, the agency that manages the city's buses and trains, said to Dagens Media. "We have said no to the text for roughly the same reason that they want it there -- because it is intended to attract attention."

Clear Channel, the company which owns the poster sites in stations and bus stops on the SL network, first raised concerns about the slogan, the newspaper said.

"They thought that people could react badly and we agreed," said Adolfsson.