The Gisborne road safety sign featuring a busty young woman saying "Drive Me Slowly ... Down with Speed" is not offensive, says the body that monitors advertising.
The sign, erected by the Drive Wise Tairawhiti Coalition, made headlines after it was moved following complaints by the principal of GisborneGirls' High School, Karen Johansen, that it was inappropriate near a girls school.
The Advertising Complaints Board investigated the sign, aimed at male drivers, after a complaint by Karinjean Danielle.
She said: "I believe the sign employs unnecessary sexual appeal that is exploitative and degrading of women and is inappropriate to promote road safety."
While the road safety committee was targeting young men , she believed it could have found better ways to get its message across without sexual nuances.
"With the high incidence of violence against women in this region and nationally, I believe that signage such as the one referred to, is inappropriate."
The Drivewise Coalition said it was concerned at the number of young men aged 15 to 29 killing or injuring themselves in car accidents while speeding.
It had deliberately used innuendo to hook young men. But the coalition said the young woman, though sexually appealing, had her clothes on and her cleavage was not shown.
"The billboard itself shows the upper torso and face of a cartoon woman."
The Tairawhiti District Health Board, which runs hospitals in the area, approved of the sign and had congratulated the group on its promotion.
In a decision released this week, the board found that the sign was stereotyping but was unlikely to cause serious or widespread effects. Only one person had formally complained.
Its ruling said the Coalition had accepted the Gisborne Girls' High complaint and moved the sign.
While the sign's "blatantly sexist implication" was probably unnecessary, the board said, the road sign appeared to have been successful in capturing the attention of young men and pushing the message of driving slower.
