YouTube has pulled a provocative advert that features young children saying "f***" in the name of feminism.
In the ad, entitled "F-Bombs For Feminism: Potty Mouth Princesses Use Bad Words for Good Cause", five girls between six and 13 are filmed wearing Disney princess costumes and cursing while protesting sexism.
The girls are seen angrily voicing their concerns about gender inequality in the 2.35 minute clip, and one girl even raises her middle finger to the camera.
"What is more offensive?" one of the girls asks, "A little girl saying f*** or the f***ing unequal and sexist way society treats girls and women?"
But the message appears to be too close to the bone as YouTube has removed the advert from its site after critics called it "vulgar" and "exploitative".
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Now, a message on the banned video reads: "This video has been removed because its content violated YouTube's Terms of Service."
FCKH8, who created the ad, say that the advert's critics are "missing the point".
Spokesperson Luke Montgomery attributed this to "people's stupidity" in an interview with The Christian Post. He said: "The word 'f***' is just impolite. It doesn't hurt anybody. It's not a crime, it's not a sin. It's just a word that is at most slightly impolite."
"The video has already been seen by millions and it'll be back up, so the video is doing exactly what it's supposed to do – start a conversation."
The short film was created to raise awareness about gender inequality and to crush sexist stereotypes by addressing issues like pay inequality and sexual assault. FCKH8 is also promoting its new anti-sexism T-shirt collection, fans of which include the prominent LGBT and gay rights celebrities Ellen DeGeneres, Jane Lynch and Neil Patrick Harris.
Some people voiced their concerns about the advert on Twitter. One user called it "vile" and claimed it was tantamount to "child abuse". Another said it was "tacky, uncouth and disturbing".