No sex please, we’re Swedish, underwear firm told

A competition launched by German underwear maker Sloggi to uncover the world's most beautiful bottoms has been slapped down in Sweden after media protests against the "pornographic" event.

No sex please, we're Swedish, underwear firm told

“Alas, our goal of finding the most beautiful backsides has been misunderstood by certain sections of the media” in Sweden, the German firm said in a statement Tuesday.

Several Swedish newspapers have slammed the competition as a pornographic event. The company had invited women and men to send photographs of themselves in their underwear which would then be put to an Internet vote.

“Although we are convinced that the complaints do not reflect reality, we respect the opinions of others,” the company said.

Sloggi makes both figure-enhancing dowdy undergarments as well as svelte peekaboo numbers.

Sloggi spokesman Mads Byder said several buyers had called up about the campaign but did not really express outrage.

“They were asking questions (like) why Sloggi was promoting underwear like this, they were not complaints as such,” he said.