YouTube video Roxy Pro Biarritz 2013 Official Teaser slammed by critics as 'sexploitation' The Roxy Pro Biarritz 2013 Official teaser ad is in hot water for being too sexual IT shows the sport of surfing in a new and sexy light but an online advertisement for a leading surfwear brand has attracted criticism for its "sexploitation" of women. In the video, a young woman is shown half-naked on a bed. The camera pans slowly up the topless woman's tanned legs and focuses on her body as she checks her phone and dons only a white shirt - which is provocatively dropped to the floor as she enters a shower. But what looks like a soft-porn video or a lingerie ad is, in fact, a YouTube promotion by Australian women's surf and swimwear giant Roxy for a womens' professional surfing contest it runs and sponsors in France this month. A scene from the Roxy YouTube video. The video, which shows no riding of waves, has been attacked as sexualising female athletes - attracting a storm of protest on social media. "There is nothing wrong with celebrating fit athletic bodies, I'm all for it, but this goes way beyond," said Macquarie University Professor Catharine Lumby, who has advised the Australian Sports Commission on the "sexploitation" of female sportswomen. Ms Lumby, who has also worked with Australian Rugby League on gender issues and sexism, said of the video: "It is really just very voyeuristic." It looks more like a lingerie ad ... It seems completely out of touch with modern Australia and little to do with the sport it is publicising," she said. The ad, which never shows the woman's face, purports to be a competition in which viewers must guess who the surfer is. It is understood she is five-time world champion Stephanie Gilmore. On Twitter, comments included "this does nothing for women in surfing being taken seriously" and "tell Roxy female surfers deserve better." A spokesman for the Australian Sports Commission said: "The ASC considers it has a responsibility to ensure that images of female athletes are positive and are not sexualised. We discourage promotional activities that lead to female athletes being exploited. Australian surfwear companies have been attacked in the past for promoting attractive female surfers at the expense of those who do far better in competition but do not have photogenic looks. A spoof video has already appeared on YouTube, in which the camera pans slowly up a man's hairy legs to his baggy underpants. Roxy did not return calls for comment.