KFC is under fire for a 'sexist' advert which a women's rights group says consists of "tired and archaic stereotypes".
The clip promoting the Zinger box features a woman leaning over to adjust her cleavage in the reflection from a car's window.
The window rolls down and an unimpressed mother gives her a dirty look while two young boys in the car look transfixed at the woman's body.
She then asks: "Did someone say KFC?"
Some social media users are calling for a boycott of the fast food chain after the advert sparked an outcry, reports The Mirror.
Campaigners Collective Shout believe the ad promotes a "boys will be boys" way of thinking.
Group spokeswoman Melinda Liszewski thinks the woman in the advert is there solely to be "sexually objectified for male pleasure".
Ms Liszewski said the boys are "helplessly transfixed" and jump at the chance to "ogle a woman's body".
"Ads like this reinforce the false idea that we can't expect better from boys," she said.
"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 reinforcing of gender stereotypes - including in advertising - contributes to a lesser view of women, resulting in their mistreatment."
One social media user said she "nearly threw up" watching the advert, while others branded it "tacky".
"I saw this ad 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 spokesperson told the Daily Mail.
