IT shows the sport of surfing in a new and sexy light but an online advertisement for a leading surfwear brand has attracted criticism for its "sexploitation" of women.

In the video, a young woman is shown half-naked on a bed.

The camera pans slowly up the topless woman's tanned legs and focuses on her body as she checks her phone and dons only a white shirt - which is provocatively dropped to the floor as she enters a shower.

But what looks like a soft-porn video or a lingerie ad is, in fact, a YouTube promotion by Australian women's surf and swimwear giant Roxy for a womens' professional surfing contest it runs and sponsors in France this month.

The video, which shows no riding of waves, has been attacked as sexualising female athletes - attracting a storm of protest on social media.

Read more on the Daily Telegraph.


Your chance to win Simple Pleasures photo competition

Your chance to win Simple Pleasures photo competition

Love is all you need for Bruns photo comp

EDITORIAL: An idea even bigger than this headline

EDITORIAL: An idea even bigger than this headline

Strap yourself in fellow dreamers

Local Partners