A MALAYSIAN skin whitener advert has sparked outrage after appearing to claim having lightened skin stops domestic abuse.
The controversial clip shows a woman being badly treated by her husband who throws water in her face during dinner and shouts at her.
The man throws his wife out of the house along with her belongings as she sobs uncontrollably.
But after using Slimme White’s product, the woman appears back on screen looking slimmer and with lighter skin.
Her husband spots her in the street and chases after her, seemingly determined to win her back.
The advert has been blasted for its “sexism”, with women’s groups saying it justifies domestic abuse on the basis of skin colour.
Tan Heang Lee, communications officer for the Women’s Aid Organisation, said it appeared to show that women “should be pretty and your husband won’t hit you”.
The organisation said in a statement: “WAO is appalled by the recent Slimme White ad, which suggests that what domestic violence survivors need is a beauty product that makes them thinner and whiter.
“Such ads are incredibly damaging because it implies that women who look a certain way deserve abuse, and that their husbands have a right to abuse them.”
The company reportedly said the advert is meant to show that men should appreciate their wives.
Skin whitening products are popular in parts of Asia – unlike in the UK where skin-darkening products like fake tan are far more likely to be used.
The multi-billion pound industry has been criticised by some as supporting “racist” beliefs that lighter skin is more beautiful.