A 'Miss Sexy Bum' contest has been scrapped near Turin after an outcry against alleged sexism and objectification on social media.
The competition for best female rear of the year was set up by the municipal culture body in Bollengo, a small town in the Turin metropolitan area.
The committee has now replaced the Sexy Bum contest with the Miss Smile competition, replacing all the posters for the event.
The association apologised to everyone who had felt offended saying "it was not our intention to objectify women".
There are many similar events around the world, the most famous perhaps being Brazil's Miss Bum Bum contest.
photo: Miss Bum Bum 2015 in Sao Paulo
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