A German insurance company is facing an online backlash for using the Maori haka in their latest advertisement.

ARAG released their new campaign with hundreds of men, women and children dancing in the middle of a street and chanting in German.

People reacted online, saying it was disrespectful to the indigenous Polynesian people of New Zealand.

The company responded saying they co-operated closely with a "haka-specialist" when creating the advert.

As the actors perform the haka they announce their character's future plans, such as having a family or buying a house.

A number of viewers were less than impressed with the video.

Ferdinand Sacksofsky said on Facebook: "This is an outrage and a shameful disregard of other people's culture."

Leiah Case asked: "Who was your 'haka expert' exactly? Didn't they know the words used here are completely inappropriate?"

Following the feedback, ARAG issued a statement on Facebook saying; "In order to motivate our customers, to give them a lot of backwind and positive life energy, we have made the Haka, the ritual dance of the New Zealand Maori.

"He expresses with his in-depth rhythm, the impressive gestures and facial expressions, strength and determination.

"Perfect for our campaign message: Ready for everything that lies ahead."

And some people agree.

It's not the first time an advert has come under fire for being inappropriate.

The German branch of skincare brand Nivea apologised last month and removed an advert after it was accused of being racist.

And Kendall Jenner was accused of undermining the Black Lives Matter movement in her Pepsi ad.

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