Surfwear company Mambo has apologised after suggesting asylum seekers come to Australia to sunbake.
The firm used its Twitter account to post a message about the warmer weather being enjoyed across parts of the country on Thursday, suggesting it might be why refugees come to Australia.
"28 deg. today with the sun gently basting naked beach bodies. Reason #27 why those poor asylum seekers would risk their life to get here?"
The comment provoked criticism from other Twitter users, with many branding it insensitive and calling for an apology.
"Seriously #Mambo how is that even a damn joke - like refugees don't have warmth where they come from. Stupid ignorant media team," one person wrote.
Ian Rintoul of the NSW Refugee Action Coalition also criticised the company.
"It's a despicable, tasteless use of the misery of asylum seekers for crass commercial purposes," he told AAP.
Mambo issued an apology, admitting it overstepped the mark and removed the tweet.
"There's a fine line between irreverence and bad taste. We overstepped the mark. We are idiots. Apologies. #sorry," the company wrote.