After seeing an ad by British lingerie retailer the size of a "cinema screen" in the House of Fraser mall, Kenneth Durr took to Twitter to express his outrage.
"I have been to House of Fraser in Dundrum and told them I do not wish my children, as happened on Sunday evening, to be abused by immoral soft core porn in the Dundrum Centre. They said they have had a lot of complaints but are not budging. I've contacted media etc, etc," Mr. Durr said in a post.
His appeal wasn't received well by everyone, while some users mocked the father of two.
Others advised Mr. Durr to "get a grip, and find a bloody hobby," arguing that his kids won't be "corrupted by a photo of a woman lying around in her feckin underwear."
Mr. Durr also addressed the shopping mall in a message, urging the company to pay attention to the complaint.
In response to Mr. Durr's criticism of the advert, a Twitter user Eoin M Naughton argued that "Ireland is progressive nation, and will continue to leave behind those stuck in 1970's Church ran country."
The ad by Agent Provocateur shows a female model wearing a pink set of lingerie, photographed in a horizontal position with red background and facing the camera.
Recently, among other brands on the receiving side of customer complaints revolving around sex and sexism, were Kleenex for its Mansize-branded tissues and Protein World for their "Are You Beach Body Ready?" ad on London underground.
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