Air New Zealand has drawn strong criticism with its online campaign that depicts single middle-aged women as "cougars" on the look out for sex with young men.
The country's national carrier came up with the documentary styled clip, showing women in their 30s, 40s and 50s hunting men in their 20s, many of whom "pretend to be gay" to avoid their claws.
The promotion was put up to encourage women aged 35 and above to invite their pictures with their "cougar mates" and enter the draw for a deal including a flight and ticket to a sporting event, reports the Sydney Morning Herald.
The ad has left women's rights groups and rape prevention organisations fuming and has been dubbed as derogatory for women and also for men who have been rape victims.
Kim McGregor, director, New Zealand's Rape Prevention Education said: "We have also had complaints from male survivors who have been raped by women and they are very distressed that their situation is being laughed at and made out to be humorous."
An airline spokeswoman justified the ad saying it was supposed to be "light-hearted" but some older women had "taken a bit of offence to it".