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With social media being a part of nearly everyone’s life, it offers opportunities for both businesses and individuals alike. A European company came up with a brilliant idea to hold a contest via social media, with the winner receiving a vacation, and some people weren’t too thrilled when they found out.

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Surf Europe, which is a surfing magazine circulated in Europe, offered an opportunity to win a free vacation for its female consumers, and all they asked for in return was some booty pics. It turns out the magazine ended up being the butt of the joke in the end, as a lot of people ended up flipping out over the whole ordeal.

The contest was announced on Surf Europe‘s Facebook page with an ad accompanied by the caption: “Good story, your favorite Russian surf camp in Sri Lanka, is running a comp to win a free trip there, by uploading your backside. Good luck.”

One of SE’s Facebook subscribers, Allessandra Paccamiccio, had this to say: “Surf Europe, this is the moment I unsubscribe from your page. Give people surf news, not stupid, sexist, immature junk.”

While Jess Niemann chimed in with: “whole new level of gross.”

Then, Dominque Kent added this: “Not cool at all, thought we had moved forward, very sexist, I’m ashamed of you Surf Europe.”

Do you think the competition deserved this reaction?