The image was noticed by Swedish mother and blogging enthusiast Maja Koppfeldt. It featured an amply endowed woman in cartoon form frolicking in the water around Bovallsstrand beach, located at the tip of an islet in Sotenäs municipality in western Sweden.
She wrote a blog about the indecency of the image, voicing her displeasure that women are “always seen as sexual objects.” She later quashed as irrelevant claims by the local tourism board that the sign had been there for a long time.
“That’s part of the problem. We have to stop living in the past and look ahead,” she told The Local.
“It’s just totally wrong and pointless. They should change the image.”
On Tuesday, the head of the local tourism board, Göran Olsson, took matters into his own hands.
“We will have a meeting on Thursday where I will propose that it is removed,” he told the Svenska Dagbladet newspaper (SvD).
“Hopefully it will have already disappeared by Friday. The fact that one person has complained is enough.”
Olsson claimed to have no response to the allegations of sexism aimed at the tourism board, but added that it was “strange that breasts can arouse so much attention.”