A sex toy company is facing online outrage after 'fat-shaming' women with a 'distasteful' meme touting its new masturbation sleeve for men.

In an ad for its latest product, Whizworx featured a plus-size woman in lingerie and a picture of the Fifi toy, along with the tagline: 'Make the right decision.' The meme was then captioned: 'The walk of shame will be a lot shorter,' and after it was shared on the Fifi Twitter and Instagram accounts, social media users slammed the North Carolina-based company for its offensive marketing that 'desexualizes larger women'.

'Considering the importance of body positivity and anti-shaming in the sex positive community, one would think you wouldn’t use these offensive tactics to get sales... Go rethink your marketing and your ethics [sic],' sex educator Sunny Megatron wrote on the company's Instagram post, which has since been deleted.

Wrong decision: Social media users are protesting this 'fat shaming' meme for Whizworx's male sex toy, Fifi, which was posted on the company's Twitter and Instagram accounts this week

Taking a stand: A sex blogger and Twitter user named Sarah criticized the company for its ad using the hashtag #DONTgetfifi

Spreading the word: Caitlin Murphy urged Twitter users to use the hashtag started by Sarah

Sunny also shared a snap of the Instagram post and her response on Twitter, writing: 'Disappointed in @GetFifi. Sexist, racist & sex negative advertising plus this. Not cool. Follow #DONTgetfifi 4 more.'

The sex educator and producer was just one of many social media users who started using the hashtag #DONTgetfifi, a twist on the toy's username @GetFifi, to express their outrage.

A sex blogger named Sarah also took to Twitter to lambaste the company.

'Fat women are not jokes. Fat women's sex lives are not jokes. And fat does not equal undesirable. #DONTgetfifi @Getfifi,' she wrote.

Difficult to ignore: Sunny Megatron shared a snapshot of the comment she wrote on the Fifi Instagram post before the image was taken down

Offensive marketing: Sex educator Kara Sutra also accused the company of 'dumb[ing] down men

Think twice: Caitlin Murphy urged Fifi to be more thoughtful with its marketing strategy

Sarah later noted: 'I would be less critical if I felt this was just a mistake. But this was not an oversight, it was deliberately cruel. #DONTgetfifi.'

Meanwhile, sex educator Kara Sutra added: 'Dear @Getfifi, Your tweets are not only fat & women bashing, they dumb down men to a level that's just unacceptable. Do better. #DONTgetfifi.'

The image was first removed from Instagram before it was eventually taken down on Twitter as well, however, many people who protested the ad believe the company also needs to apologize for sharing it in the first place.

'Glad to see .@Getfifi removed the offensive #fat tweets, but are yet to address the #bodyshaming issue. #DontGetFifi [sic],' Twitter user Ophelia's Orgasms wrote.

Uncalled for: Sarah noted that the company didn't just make a mistake, it was 'deliberately cruel'

Waiting for an apology: The company eventually removed the controversial image from its social media accounts, but many noted that it should still 'address the body shaming issue'

Take responsibility: Kara tweeted @Getfifi to say it is 'not acceptable' that the brand still hasn't issued a public apology

And Kara returned to her social media account to tweet: '24 hrs since #DONTgetfifi started... STILL no public apology, no answers, not a peep. @Getfifi this is not acceptable. #digup [sic].'

In addition to the controversial meme, the company has been plugging its male masturbator featuring disposable sleeves with cringe-worthy message and jokes about masturbation, as well as memes of comedian Louis CK defending his right to masturbate.

However, it's not just male-centric brands that are guilty of body shaming women. In July, cosmetics brand Benefit's UK Twitter account outraged customers when it contributed to the #MakeAMovieAFatty hashtag - which involves incorporating derogatory terms into film titles.