A women's rights group has criticised a new KFC advert which they say is sexist in its use of "tired and archaic stereotypes".
The advert has sparked such an outcry that social media users are calling for a boycott of the fast food chain.
The 15-second spot promoting the famous Zinger box features a scantily-clad woman leaning down to adjust her cleavage in the reflection of a parked car's window.
The window then rolls down to reveal an unimpressed mother and her two young boys who appear transfixed by the woman's body before she asks: "Did someone say KFC?"
Campaigners Collective Shout believe the advert, part of the American fast food chain's 'bucket' - a play on words with 'f***k it' - ad series, promotes a "boys will be boys" agenda, reports the Mail Online .
Group spokeswoman Melinda Liszewski slammed the advert for pigeonholing young women as there to be solely "sexually objectified for male pleasure".
Ms Liszewski said the boys' are "helplessly transfixed" after being presented with the opportunity to "ogle a woman's body".
"Ads like this reinforce the false idea that we can't expect better from boys," she continued.
"It is another manifestation of the 'boys will be boys' trope, hampering our ability to challenge sexist ideas which contribute to harmful behaviour towards women and girls.
"The research is solid: attitudes shape behaviour," she continued. "A growing number of reports show how re-enforcing of gender stereotypes - including in advertising - contributes to a lesser view of women, resulting in their mistreatment."
Many social media users have also lambasted KFC, with one woman claiming she "nearly threw up", while others said it was "tacky".
"I saw this add and tuned off because it was typical objectification. But when the window went down I nearly threw up!!," the woman said.
While another commented: "I was also horrified that they used a young boy for this ad." And another: "Absolutely disappointed at KFC for allowing their marketing team to take this angle."
A KFC spokesperson moved to apologise to any viewers who were offended on behalf of the company.
"Our intention was not to stereotype women and young boys in a negative light," the spokesman told the Mail.
This is not the first time KFC adds have courted controversy.
One was removed an hour after launching due to complaints in 2016 because it featured a suggestion of a sex act.
While last year an advert featuring a child's drawing of their parents "naked wrestling" led to a watchdog probe because viewers complained it was inappropriate for children.
