Bathgate firm apologises after being slammed over sexist ad

Core Drilling Specialists have apologised for the advert after it caused offence.
Core Drilling Specialists have apologised for the advert after it caused offence.
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BOSSES of a construction firm that was blasted over a sexist advert have apologised for the ‘wholly unacceptable’ image, admitting that they used ‘poor judgement’.

Core Drilling Specialists came under fire after a generator bearing the cartoon figure of a nearly-naked woman was spotted at a popular hotel chain’s new construction site.

READ MORE: Top Edinburgh hotel apologises after sexist ad causes online fury

The poster read: “Core drilling: We don’t pull out until the job’s done.”

A spokesman for the company, based in Bathgate, said: “We are deeply sorry for the offence this image has caused.

“We’re a local company with female employees, we all have mothers, wives, sisters and daughters, and recognise this type of sexism has no place in our society nor the construction industry, which has worked so hard in recent years to achieve equality for all.

“We are devastated that this wholly unacceptable cartoon image, which was on an old generator, has caused distress and it’s now been removed. We hold our hands up and concede it was poor judgement, we got it wrong and we apologise to everyone affected by it.”

After being alerted to the offensive advert at the St Andrew Square build, staff at Malmaison Edinburgh had it covered before it was removed.

They told the Evening News that “the company responsible is not affiliated to Malmaison Hotels.”

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