Ariemma and his attorney, Michael Dailey, have filed suit in federal court contending that stripping Bare Exposure's brochures from the rest-stop racks violates the First Amendment.
Named as defendants are HMS Host, a Maryland company that operates the public rest stops, the South Jersey Transportation Authority, which owns the rest stops on the expressway, and the New Jersey Turnpike Authority, which owns the stops on the parkway.
Ariemma said the problem began in the fall, when he created a new brochure for the Pacific Avenue club. It was a little more risque than the current ad, he admits, but nothing worse than you'd see in a Victoria's Secret ad.
"There wasn't any nudity, just two girls on the front part of the brochure," he said. "One looked they were going to kiss the other girl."
HMS Host and the two other defendants said "no" to the new ad, Ariemma said, and then said they would be removing the current Bare Exposure ads by Tuesday. Ariemma says he checked multiple rest stops, and the brochures already have been removed.
Dailey claims the removal violated the First Amendment because the rest stops are public buildings on public roads. HMS Host did not return requests for comment, and spokesmen for the New Jersey Turnpike Authority and South Jersey Transportation Authority declined to comment.
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