Dunkin' Donuts has apologised for the "insensitivity" of an advertising campaign in Thailand featuring a woman in blackface makeup to promote a new chocolate flavoured doughnut.

The Dunkin' Donuts franchise in Thailand came under criticism on Friday after Human Rights Watch called the advertisements "bizarre and racist."

Offensive: A leading human rights group has called on Dunkin' Donuts to withdraw the "bizarre and racist" advertisement for chocolate doughnuts in Thailand. Credit:AP

The company's chief executive in Thailand initially defended the campaign but the US headquarters quickly followed up with an apology.

"We are working with our Thailand franchisee to immediately pull the ad. DD recognises the insensitivity of this spot," Dunkin' Donuts said in a tweet posted on its official US website after complaints erupted on Twitter, in a variety of blogs and in mainstream American media.