Last updated: 12:37 PM ET, Thu March 17 2016

Low-Cost Airline Apologizes After Sexist Ad Campaign

Airlines & Airports | Donald Wood | March 16, 2016

Low-Cost Airline Apologizes After Sexist Ad Campaign

Photo via Twitter

After facing backlash regarding a recent ad campaign launched during International Women's Day, budget carrier Firefly has pulled its advertisements and apologized.

Firefly—a low-cost subsidiary of Malaysia Airlines—ran a series of ads on March 8 that featured female flight attendants for the airline photographed from behind with “50% off” written on their backsides. The text below “Firefly sticks to you” appears in the ad as well.

Several women’s groups saw the advertisements and were offended by the content and the timing of them, including Women’s Centre for Change (WCC), based in Penang, Malaysia.

READ MORE: VietJet Air Still in Hot Water Over Lingerie Photo Shoot

WCC senior advocacy officer Melissa Mohd Akhir commented on the Firefly advertisement campaign, via

“It is clear objectification when the image featured had zoomed in presumably on the buttocks of Firefly’s own women employees in order to sell discounted tickets. In featuring this tawdry advertisement, Firefly and other airlines that have utilized [sic] similarly tasteless marketing ploys, are effectively saying that women are mere objects for ‘sale’.”

The Twitter account of CapaMagENG shared an image of the ads in question:

In response to the backlash, Firefly pulled its advertisements and released an official statement on Twitter:

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