POSTERIOR, derriere, backside, bahookie: there are many words to describe the part of the anatomy best used for sitting upon. But dare I mention bum?

There, I said it. B. U. M. Are you offended? The city fathers of Glasgow fear you might be, so have stepped in to spare your blushes.

Councillors last week banned a training shoes promotion that promised a better bottom and legs, because the ad featured the word "bum".

The advert, showing a pair of bare legs sporting Reebok's new EasyTone trainers, was to feature on taxis in the city as part of a pound(s)4 million global marketing campaign. The cabs would also have carried the slogan "better legs and bum with every step", and the branding of sports shop Greaves.

But the city council's licensing committee got its pants in a right fankle over the aforementioned bum - despite the fact that it would not actually be visible on the cabs.

At the meeting which vetoed the proposal, one councillor suggested that some extra clothing might have allowed the advert to pass the test, asking: "What's wrong with a pair of ankle socks?"

Another asked why there were legs in an advert for running shoes, adding: "Why do they need to go right up to her backside?"

Shopping

Just be glad the committee was not exposed to the full monty of the advert being shown around the world, which also includes the pert bottom in skimpy running briefs which is attached to the bare legs and, indeed, the trainers.

The advert is displayed on billboards in New York, Boston, Berlin, Barcelona and Madrid. But Glasgow's moral compass will keep it from darkening our little corner of the globe.

Councillor Gilbert Davidson, who chaired the licensing and regulatory committee meeting, said: "The committee considers each advert on its own merits and, if necessary, takes a democratic vote on whether it should be approved.

"On this occasion, the majority view was that some of the text - and also the image, which showed a pair of bare legs from just below the backside - were not appropriate."

Hip Hop Hoop Earrings

The licensing committee's policy on taxi advertising states: "Advertisements will not be permitted which display nude or semi- nude figures in a sexually provocative manner; or are likely to offend public taste; or depict men, women or children as sexual objects."

Adverts will also be banned if they "are likely to cause a distraction or nuisance to other road users".

These are laudable guidelines that you would expect from any responsible body with powers that affect the public. But I'm perplexed.

Step outside the hallowed, marbled halls of Glasgow City Chambers and you can easily hail a taxi emblazoned with advertising for local lap-dancing clubs.

I fear muddled thinking and misjudgment are at work. There's sexy and there's downright sleazy, and it seems the city Iced Out Jewelry council licensing committee does not know the difference.

What's more, in a city whose deplorable health record is blamed on poor diet and lack of exercise, surely the promotion of sports gear in an eye-catching manner might be regarded as beneficial.

The real caution that should be applied to the advertisement of