Fury over Italian ham ad with naked woman

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Ghirardi Onesto is the company behind the advertisement in Capri. Photo: Company website screengrab.
14:02 CEST+02:00
An advertisement featuring a slice of Parma ham on the bottom of a naked woman is causing a stir on the luxury Italian island of Capri.

The slice, produced by the Parma-based firm Onesto Ghirardi, lies on the woman’s left bottom cheek alongside the slogan, ‘I Ham’. The poster also says the ham can be found "in the best restaurants in Capri". 

Click here to see an image of the ad posted on the website of the Italian newspaper, La Repubblica.

The ad, emblazoned on a billboard in the island’s marina, soon did the rounds on social networks, with commentators blasting the company for “degrading women”. One commentator said “a woman’s body is not a piece of meat”.

Local councillor Anita De Pascale has asked the mayor to remove the ad immediately.

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“The image is detrimental to the dignity of women,” De Pascale told La Repubblica. She added that it was especially degrading to use a woman's body for advertising purposes.

A spokesperson for Onesto Ghirardi could not be reached for comment when contacted by The Local. 

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