La Vall d’Uixó (Valencia) holds Bous al Carrer, an ancient bull-running festival in which the animals are let loose in the fenced-off town centre.
As a way of promoting the bulls they had put money on, two local groups, known as peñas in Spanish, hired a woman to walk around topless through the streets with an advertising banner.
Although not everyone is opposed to the move, local political groups have called for the peñas to be fined as a means of setting a precedent for similar sexist acts.
"This does no favours for gender equality in our region or in Spain as a whole," local left-wing EUPV councillor Herminia Montins told The Local.
"It’s the first time we've heard of it happening but we have since been told other degrading advertising campaigns have been held during previous festivals."
La Vall’s official events commission share the views of Montins and her party, arguing they had no knowledge of the groups’ plans to hire a topless woman, presumed to be a stripper.