A Chinese retailer that used International Nurses’ Day to promote sexy nurse outfits and vibrators has met with a storm of criticism.
Online store JD.com has since admitted that using the awareness day designed to honour hard-working nursing staff to promote condoms, sex toys and underwear was “in poor taste”.
The marketing gimmick, which featured women clad in skimpy nurse-themed lingerie, was accompanied by the slogan: “The day for sweet, caring nurses.”
However, Chinese internet users were quick to object, taking to social media to call for the ads to be removed.
“We don’t care if you sell sexy lingerie, but you insult every single nurse by overtly linking them to such profane stuff on International Nurses’ Day,” one unnamed doctor told news channel CNN.
“I showed the screen grabs to my nurse colleagues and they were all resentful.”
In a statement obtained by CNN, the company said it had removed the promotion and apologised for its “offensive nature”.
“We briefly ran a promotion, which was in poor taste, contrary to our corporate values and completely unacceptable,” it said.
The UK’s Royal College of Nursing said it preferred not to comment on the blunder. “We want to stick to the positive stuff today,” said a spokesman.
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