"The best-looking politician in Victoria." That was how a regional mayor introduced the Victorian Shadow Minister for Women Emma Kealy at an event in Nhill in western Victoria, later saying it "was not that big of a deal".

Key points: Mayor of Hindmarsh, Ron Ismay, introduced Victorian Nationals MP Emma Kealy as "the best-looking politician in Victoria" at an event she attended in Nhill

Mayor of Hindmarsh, Ron Ismay, introduced Victorian Nationals MP Emma Kealy as "the best-looking politician in Victoria" at an event she attended in Nhill After formal complaints were lodged by an attendee, the council voted to issue an official apology to Ms Kealy

After formal complaints were lodged by an attendee, the council voted to issue an official apology to Ms Kealy Ms Kealy has not commented on the incident

Hindmarsh Shire Mayor Ron Ismay has come under criticism for using sexist language when introducing the Nationals MP.

Ms Kealy was at the opening of the new Nhill skate park, attended by families and young children, in an official capacity.

Former Hindmarsh councillor Wendy Bywaters said she thought the comments were demoralising, and wrote to council criticising the choice of language.

"He said it as a joke, I believe that, but it's language that is taking time to change," she said.

"He said it loud over a speaker to lots of impressionable children.

"I don't want another generation of children growing up thinking this sort of language is okay."

Emma Kealy declined to comment.

'It makes me feel like a little girl'

Ms Bywaters said she had received similar remarks during her time on council.

"It's happened to me in the past and it made me feel inferior, like a little girl," she said.

"It's just degrading to women and we need to be lifting our women leaders up no matter who they are.

"This isn't about me or about Emma Kealy, it's about women in leadership and being looked at as pretty instead of what they're doing for their communities."

Hindmarsh Shire mayor Ron Ismay has been criticised for his sexist remarks at the opening of the Nhill Skate Park. ( Supplied: Chris Johnston )

'Not that big of a deal'

Mayor Ron Ismay voted in favour of a motion for Hindmarsh Shire to send an official apology to Ms Kealy, but he said he was "not quite understanding" of why the comment was offensive.

Mr Ismay said there were people who were "on his side" of the debate.

"It was a way of introducing a lady and I just don't think it's that big of a deal, but obviously other people do," he said.

"I'm 66 and maybe it was an immature way of giving Emma Kealy a compliment, and that's how it was intended."

Fellow councillor Debra Nelson put forward the motion at last week's council meeting, asking council to send Ms Kealy the apology.

The motion did not pass unanimously.

Ms Nelson said it was important for council to take responsibility.

"Because it happened at a council event I thought it was appropriate the response should come from the council and to be accountable," she said.

Mr Ismay said he did not want the issue to continue.

"I just feel like it's better to do the apology and patch things up rather than let it drag on and become a bigger issue," he said.

Backlash for speaking out

Ms Bywaters said she had experienced significant backlash for speaking out in a small town.

She was subjected to abusive messages on social media after speaking out via Twitter.

Ms Kealy 'liked' Ms Bywaters' tweet.

Nhill has a population of around 2,000 people, and she said it had "been emotionally crippling" at times.

Ms Bywaters did acknowledge she had received a number of messages, comments and calls of support for speaking out.

"I do not regret calling out the inappropriate behaviour," she said.

Nationals MP Emma Kealy has not commented on the incident or the apology, although she did like a tweet criticising the comment. ( Supplied: Emma Kealy )

"I did it for those not brave enough to speak out and for the next generation leaders.

"Sexist language is taught and needs to be wiped out.

"Ron isn't a bad man and he should be congratulated for apologising to Ms Kealy."

Mr Ismay said he was disappointed with the debate on Facebook.

"The bullying and the rest of it that goes on on social media, it just drives me nuts," he said.

Language an important expression of equality

Women's Health Grampians said language such as that used by Mr Ismay reinforces traditional ideas of gender roles.

Acting chief executive, Rose Durey, said it "reduces women to their physical appearance".

"It tells all young people there, boys and girls, all that matters is a woman's appearance, not their role or achievements," she said.

"This is an example of gender stereotypes in action."

The Hindmarsh Shire Council is one of 120 organisations to form an alliance with Women's Health Grampians, working to improve attitudes towards women.

Ms Durey said while policy was changing, action was still lagging.

"I think there's a lot of resistance and backlash when people do speak out and challenge really traditional ideas of what women should do," she said.

"It can take a toll and be quite difficult."