"Chastity is a girl's most precious dowry, and the highest gift from a boy," a bus slogan in Leshan, Sichuan, has sparked controversy. The local authorities have already ordered its removal, and the specific details are still under investigation. A statement will be issued later.

“Chastity is a girl’s most noble dowry” “Abortion severs the bloodline of one’s ancestors.” Recently, a set of slogan-style vehicle body advertisements on a bus in Jinjia County, Leshan City, Sichuan Province, has sparked controversy. Many netizens said they felt deeply uncomfortable about it.

On the morning of March 25, a reporter from the Xinhuanghe contacted the transportation bureau of Jinjia County. A staff member said they had received feedback on the relevant situation as of yesterday, and have now required the removal of the bus body advertisement.

According to a video allegedly shared by netizens, a bus parked by the roadside has blue background and white text printed on its body, reading: “Children are the lingering virtue of their ancestors; abortion is the severing of the bloodline of one’s ancestors; infertility and sterility are the source of it all; and all things going wrong are rooted in it.” Another line of small yellow text says: “Chastity is a girl’s most noble dowry; chastity is a boy’s most noble betrothal gift.” This advertising slogan has sparked heated discussion among netizens. Many netizens said they felt uncomfortable with it, believing it turns women into objects: “They’re actually promoting these things on a bus. I’m truly shocked.”

On the morning of March 25, a reporter from the Xinhuanghe contacted the transportation bureau of Jinjia County. A staff member said they had received feedback on the relevant situation as of yesterday, and have now required the removal of the bus body advertisement. The staff member said the specific circumstances are still under investigation, and they will release a statement later.

Also, according to a report by Beijing News, the slogan is said to be placed by a baby formula company. It was sprayed onto only one bus, and the content was not filed with the relevant industry authorities.

According to media reports, a lawyer analyzed that the bus body slogan content is not merely an expression of “traditional beliefs,” but instead may be suspected of spreading harmful values and violating the Advertising Law of the People’s Republic of China.

Pursuant to Article 9, Item 7 of the Advertising Law of the People’s Republic of China, advertisements must not interfere with the public order of society or go against society’s good customs. Directly defining chastity as the “most noble dowry” and “betrothal gift,” tying women’s value to chastity, and tying men’s value to betrothal gifts, is suspected of objectifying gender and promoting outdated views on marriage and dating.

(Reporter Sun Min, Xinhuanghe Client)

▌Source: Xinhuanghe Client

▌Editor: Wang Heping; Proofread by: Yang Hefang