An Adelaide nightclub has apologised for a social media ad offering free drinks to patrons based on their bra sizes, after backlash in which the post was condemned as "misogynistic".
In the post on Facebook, Adelaide venue the Woolshed on Hindley encouraged patrons to take their bras off, in exchange for free drinks.
"Wearing a bra is so uncomfortable, hang it up in the shed and let loose," the post stated.
The venue offered one, two or three free drinks based on whether patrons use A, B or C cup bras.
"The bigger the better," the post stated.
"That means you as well boys."
The campaign sparked backlash from social media users, including one who called it "misogynistic bulls***", and another who said it was "disappointing that this was ever thought to be a good idea".
"It's hard enough to keep drunk men away, then add the pressure of get ya bras off to the mix," one commented on Facebook.
"The minute anything gets mentioned of free drinks and bras off or the bigger the better all the feral rabid sex-crazed creeps come out lurking," another said.
While many on social media defended the original post, others were critical of suggestions it was harmless fun.
"If the promotion was the other way round gender wise and they were to advertise whoever's got the biggest d*** gets free drinks, a lot of y'all men would be sooking," one person commented.
The Woolshed on Hindley has been contacted for comment.
On Facebook, it has since apologised for the "social media post shared by our nightclub", saying it had cancelled that particular campaign and would review "all promotional activity".
"We sincerely apologise for the fact that the post made some of our patrons feel uncomfortable and body-shamed as this was never our intention," it said in a follow-up post.
"Based on the feedback from our community we have cancelled the promotion and are workshopping ideas for different promotions that promote a fun, safe and inclusive environment for all.
"Moving forward senior management will be reviewing all promotional activity to ensure that it creates an inclusive environment for all our patrons."
University of Adelaide public health expert Samantha Battams, who was one of the organisers of a rally in the CBD two years ago calling for an end to gendered violence, said she did not think "you could get a clearer example of objectification" of women than the nightclub's original post.
"I think it's extremely sexist that, in this day and age, a nightclub would say that women could get free drinks according to their breast size," Dr Battams said.
"I was pretty appalled that that actually occurred, and I thought it said something about our current culture — I feel like we've slipped back."
Dr Battams said apologising on the basis that the post was encouraging body-shaming missed the point.
"It's not a matter of women with a smaller bust size being ashamed. I think the whole point is that it's very insulting for women to be rated like that, in effect, and for the entire focus to be on women's physique," she said.
"For an organisation or a company to think that it's OK for, essentially, women to be rated on their appearance like that I think is disgusting."
Dr Battams expressed support for a current Adelaide City Council initiative promoting safety in city venues.
"We need to have a look at the culture around that … and what things nightclubs actually are supporting in their social media as well," she said.
"Businesses have a responsibility to keep women safe."
