international media reports of the Freedom Rides and violent responses to them embarrassed the US government, but it was still reluctant to enforce federal law over state law. it tried to persuade the freedom riders to cease their protest so that things could 'cool off'. Instead the riders kept the rides going until, in September, the ICC finally ordered bus companies to introduce desegregation. Companies had until 1 November to desegregate all their buses and the toilets, waiting rooms and eating areas at all their bus stations.