KFC Australia has apologised after running an advert which has been labelled "sexist" and regressive.
The advert shows a woman checking out her backside and adjusting her breasts in a car window. The window then rolls down to reveal a horrified-looking mother - and two happy young boys gawking at her cleavage with their mouths agape.
Collective Shout, a grassroots campaign against the objectification of women, called the ad a "regression to tired and archaic stereotypes where young women are sexually objectified for male pleasure".
"Ads like this reinforce the false idea that we can't expect better from boys," said spokeswoman Melinda Liszewski in a statement.
"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".
KFC Australia said on Tuesday it apologised for any offence caused.
"We apologise if anyone was offended by our latest commercial. Our intention was not to stereotype women and young boys in a negative light".
The fast-food giant has not yet clarified if it will stop running the ad.