MTV became embroiled in a row with a county council this week over cheeky signs installed on the Herefordshire border.
The billboards were placed on the A465 near Pontrilas as a marketing ploy to promote the new series of the reality show, The Valleys.
Taylor Herring, a PR firm working for MTV, said that the double-sided signs of three of the show's stars wearing racy underwear were a fun take of the Wonderbra adverts of the 1990s.
"We wanted to extend a warm Welsh welcome to everyone entering the country and put an entertaining spin on the boring traditional signs that clog up our roads," said Jo Bacon, vice president for marketing, creative and press at MTV UK.
But, Councillor Bob Greenland, cabinet member for tourism at Monmouthshire Council, claimed that the entertainment channel did not seek permission to erect the signs and it reflected badly on the county.
"This is a sexist and tawdry PR campaign based on outdated stereotypes of Welsh identity," said Coun Greenland.
"Rather than pander to their attempts to get people to tune into yet another reality TV show, we would rather talk about real talent.
"We are a county that is investing in schools, infrastructure and heritage and are Wales’ food capital.
"We have the best economic prospects in Wales, we are blessed with stunning scenery, a friendly engaged and active population and a vibrant local economy.
"As the gateway to Wales we take the appearance of our county very seriously."
Anna Higgins, communications manager at the Safer Roads Partnership at West Mercia Police, added that, even though these type of billboard advertisements are fairly common across the country, motorists should still stay alert and avoid any distractions."
Monmouthshire Council confirmed yesterday (Wednesday) that the signs had been removed due to threats of legal action.
MTV has since apologised for any offence caused.