Online gambling operator Star Casino has earned the ire of Belgium’s feminists after displaying too much female flesh in a public billboard campaign.

The new year was but a few days old when Belgian Twitter users started circulating photographs of a billboard featuring an apparently naked (and empirically attractive) woman lying on what appears to be a bed of clouds, her naughty bits strategically covered with (for some reason) American banknotes.

The ad, which was pimping Belgian online gambling licensee StarCasino.be, featured the tagline ‘La Sensation de Gagner’ (The Sensation of Winning), which evidently accounted for the blissful smile on the aforementioned lady’s face.

The gist of the complaints was that this type of sexism had no place in Brussels metro stations and bus stops, and as the hashtag #EverydaySexism started to trend, public transport operator Stib ordered all 1,000 copies of the Star Casino billboard yanked from its facilities.