Korean carmaker Kia has suffered a user backlash on Facebook after the company apparently solicited 'likes' in exchange for feeding starving refugees from war-torn Sudan.

Kia posted an image of a tearful African child with the words "1 Like = 1 Day Food for 1 Family" followed by an arrow that pointed to the 'like' button on its Facebook page. The company linked the ad to its support for the charity World Vision.

An image used in Kia's controversial social media campaign.

The decision by Kia Motors to associate the promotion of its Facebook page with the support of World Vision's 2012 Global End Poverty Campaign gained almost 4000 likes, but also more than 160 comments, many of them furious.

“You disgust me, fishing for likes on the basis of donating 1 day's nutrition for a family per click,” wrote one commenter, Kitty. “Either donate or don't, the emotional blackmail of 'if you don't click it will be one less family who will benefit' is sickening.”