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Lingerie brand in hot water over 'MILF' ad campaign.

New York, May 3 ( ANI ): Lingerie brand True and Co. has sparked criticism in their attempt to co-opt the acronym "MILF" for it's own promotional purposes.

"Are You a MILF?" - the latest slogan from the lingerie retailers, is now in hot water with angry women who say it's more crass than clever, the New York Daily News reported.

The underwear firm launched its controversial advertising campaign on Monday.

Bosses hoped substituting the "American Pie" acronym of "Mom I'd like to f-k" with "Mom I'd Like to Fit" would encourage women to get properly outfitted in time for Mother's Day.

People were encouraged to submit pictures of their moms for the MILF Gallery - and the winner would receive a 100-dollar gift card for bras.

But the San Francisco company's stunt - which also gives customers a free temporary MILF tattoo with each order - has backfired.

Customers have expressed their anger on its official Facebook page.

Denocte, a lingerie blogger from Austria, said: "Nothing funny about this Milf joke. it's sexist and makes a connection between bras and sex - bras are not all about sex."

And Brooklyn photographer Annulla wrote: "A MILF contest? Horrible, horrible idea. The term itself is sexist and demeaning, the idea of a woman referring to herself that way is both sad and offensive." ( ANI )

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Publication:Asian News International
Date:May 3, 2013
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