Firefly Airlines today apologised for its advertisement deemed "sexist" because of use of flight attendants' posteriors to promote fare discounts.

"We at Firefly has no intention to be sexist in how we conduct our business and we have the utmost respect for everyone.

"We regret that our recent advertisement visuals has caused disomfort in certain quarters and for that, we apologise," it said on its Facebook page.

The offending advertising featured women wearing knee length skirts in the airline's corporate colours, photographed from behind.

Only the lower half of their bodies are shown and the discounts displayed on the women's posteriors.

One version of the advertisement was posted online with the message "Come grab it real fast".

Another version used the phrase: "Oooppss...we did it again."

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.