A car company has been slammed for using a 'sexist slur' in its marketing.
Nicole Van Dijkens was disgusted when she spotted the phrase written across a car door at Bayswater Car Rental in Perth.
While it's a slogan the company has used for the past 75 years, the mum said she had to explain what it meant to her seven-year-old, who was confused by it.
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Speaking to ABC Radio Perth, Ms Van Dojken said she didn't really know how to respond to her little boy's question 'because this is something that I really do get furious about every time I see it'.
The phrase in question is 'no birds'.
She told the outlet: "It's a sexist slur and I'm now in a position where I need to explain that to my son. Which I did do.
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"It's not appropriate to be referring to a woman as a bird and I don't know why it's still on there.
"I think it's terrible that they've still got it there."
Responding to the criticism, a spokesperson for Bayswater Car Rental directed the media to a statement on its website, which claimed that the 'slur' had actually evolved to mean a 'no-frills, low-cost' service.
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"These days having hire cars delivered may seem excessive. But when Bayswater Car Rental started, having 'delivery girls' was a standard extra service in Australia," the statement reads.
"And, of course, extra services means extra cost to go with all the extra fees car hire companies were typically charging."
According to the spokesperson, the slogan has become so well known that half of customers now believe it to be the actual name of company.
But it's not the first company to find itself in hot water over its marketing in recent times.
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Last year, a disgruntled passer-by complained about a ‘crude’ sign on display at a construction site in Mosman, New South Wales.
Taking to Facebook, the man claimed to be passing by a Woolworths building site in Mosman, New South Wales, when he clocked the ‘smutty’ slogan for the excavator company, Dick’s Diggers.
Clearly playing on their company name, the slogan 'Our goal is your hole' was plastered on the fence advertising banners around the building work.
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But the man and his wife were clearly not impressed when they came across the slogan and took to social media to air their thoughts.
“My wife and I walked past the Woolworths construction site today and we were shocked by the language so crudely displayed,” the man began in his post.
“There is a school not even a furlong (220 yards) away. I’m gobsmacked.
“How many thousands of children are being exposed to such filth? Surely our village is above this smut.”
Dominic Smithers