New Idea magazine has faced an influx of social media complaints and a case lodged to the Advertising Standards Bureau, denouncing its recent Amish-themed campaign as "very xenophobic".
The campaign profiled a fictional Amish community and showed women modernising their traditional dress and behaviour as a result of reading the magazine.
An ASB spokesperson told AdNews it had received over 50 complaints about the ad's depiction of the Amish, with concerns relating to the "discrimination and vilfication of Amish people".
A determination will be released in the coming days.
Consumers have flocked to the magazine's Facebook page, with one user asking: "Does anyone else find the new ad campaign by the New Idea magazine very xenophobic?"
Another added: "What you are portraying is encouraging young women to go against their beliefs, traditions and parental unpbringing to follow the trashy trends of the celebrities. These 'fresh, new ideas' you are selling are not liberating and do not bring joy to your life."
"It's sad to see a company in Australia stoop so low that it slanders a minority group for its own personal financial gain", said one user.
Another commented: "The lastest ad mocking the Amish and their beliefs has forever tarnished New Idea's image in my eyes. It is easy to mock those who won't retaliate I guess? VERY DISAPPOINTED".
Others pledged to not buy the title any more as a result of the ad, with one user saying it "trashed" the New Idea brand.
The magazine was swift to respond to the complaints. "The campaign was intended to be light hearted and simply show the positive effects new ideas can have in life and we can assure you the ad certainly wasn’t intended to offend anyone", it said in a Facebook post.
Called 'It All Starts With A New Idea', the campaign launched in July to celebrate the title's 110th birthday and redesign.
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