THIS photo of a couple enjoying breakfast in bed may seem innocent enough, so can you see why it's got people riled?

The Sofitel advert, which appeared in various Australian magazines and newspapers at the weekend, shows a couple enjoyed a lazy morning in the chain's Brisbane hotel.

1 This Sofitel hotel advert has really wound people up - can you see why? Credit: Twitter

Both dressed in their crisp white hotel robes, the couple were snapped doing their morning reading while waiting to tuck into a yummy breakfast in bed.

Their selection includes a bread basket, pancakes with blueberries and chocolate sauce, and a fruit platter with grapes, melon and more strawberries.

Puts our bowl of cereal to shame, tbh.

So can you spot why people are annoyed?

Ugh. @SofitelBrisbane this ad is seriously misguided. Believe it or not, we’re capable of a whole lot more than just looking at pretty pictures. I know what I’d prefer to read. https://t.co/Q2dHWFQs8u — Olivia Caisley (@livcaisley) October 7, 2018

It's all to do with their choice of reading material.

While the bloke catches up on the business and money news in Australia's Financial Review, his girlfriend is reading... Chanel's coffee table book.

Woman are up in arms by the suggestion that only men understand finance, while women enjoy lighter fashion fair for their daily read.

Property reporter Elizabeth Redman tweeted Sofitel Brisbane, saying: "just wanted to let you know I’m a woman and I also read the @FinancialReview every day".

Liv Caisley added: "Ugh this ad is seriously misguided. Believe it or not, we’re capable of a whole lot more than just looking at pretty pictures. I know what I’d prefer to read."

While others were annoyed with the breakfast selection, with Kumi Tauchi tweeting: "Of course the fruit platter is on her side, she'd be loathed to touch the baked goods..."

And Eliza Barr mocked: "Ah yes, those hotel mornings when you wake up, put your hair in a nice chignon and read a coffee table book about Chanel!"

Ah yes, those hotel mornings when you wake up, put your hair in a nice chignon and read a coffee table book about Chanel! 🤦🏼‍♀️ — Eliza Barr (@ElizaJBarr) October 7, 2018

Of course the fruit platter is on her side, she'd be loathed to touch the baked goods... — Kumi Taguchi | 田口久実 (@kumitaguchi) October 8, 2018

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Sofitel has apologised for the ad and confirmed it has been pulled from any future publication.

“There was no intention of portraying a stereotype but we recognise it and apologise for any offence that it has caused,” a spokesman told news.com.au.

“The creative has since been pulled from any future communications activity.”

We previously revealed that this blogger was bombarded with DEATH THREATS over her 'perfect morning' Instagram snap - which included a stack of fajitas she was pretending were pancakes.