A series of promotional posters by budget carrier Firefly Airlines featuring women’s posterior have courted criticism.

DAP Wanita assistant publicity secretary Syerleena Abdul Rashid described the advertisements which objectified women as "mind boggling".

"For a company as revered as Firefly, using women’s posterior as a way to attract attention was a huge mistake on their part.

"The series of offensive advertisements sanctioned by the company have single-handedly destroyed women’s rights advocacy by ‘dismembering’ us in an atrocious manner, henceforth, solidifying the idea that women are just the sum of our bodies," she said in a statement tonight.

Syerleena said women's bodies are not meant for selling products or to act as props.

"Women have been fighting tooth and nail to ensure social justice and women’s rights in this country are given priority and are recognised as legitimate struggles.

"There are global movements that try very hard to break gender stereotypes and address the horrors of sexual objectification because we are aware of how this has led to a barrage of other issues such as appearance anxiety, body dissatisfaction, eating disorders and other unnecessary issues created by patriarchy," she said.

Syerleena demanded that Firefly remove the posters and apologise to women for being insensitive.

Bersih chairperson Maria Chin Abdullah also slammed the advertisements.

"What is wrong with Firefly?

"Another equally bad advert that demeans women and encourages sexual harassment," she said in a Facebook posting.

A check on Firefly's Facebook page found that the offending posters have already been removed.

One such poster showed a woman's posterior with the text "50% off" by a bench with a "caution wet paint" sign, also bearing the text "50% off".

The poster read: "Firefly sticks to you".

The advertisement, which was posted on Firefly's Facebook on Monday, read: "Come grab it real fast".

Another poster showed just the posterior of two women, which bore the text "50% + 10%".

The poster read: "Oooppss.. We did it again".

Malaysiakini has contacted Firefly's public relations team for comment.