The manager of clubbing venue Uno Malta has dismissed outrage over two recent ‘sexist’ adverts, which the national equality commission said reinforced the stereotype that a “woman’s primary role is that of pleasing men”.

“I see nothing wrong with it,” Kevin Decesare told the Times of Malta. “You see women dressed like that all the time on TV or out in Paceville. But these people [the equality commission] always have to have a strong agenda.

“I don’t see the big deal. If this advert is inappropriate, then they should attack every cinema, every TV station and every advert. If they want to play God’s policemen, there are more important things for them to focus on. This advert isn’t lewd – it was just a bit of suggestive fun.”

The National Commission for the Promotion of Equality (NCPE) said yesterday it had received a number of complaints from the public over “videos and statements that depict women in an over-sexualised manner and reinforce negative gender stereotypes in society”.

The commission declined to provide any information about specific adverts or comments, citing confidentiality, but it is understood that the Uno Malta adverts are at least one of the sources of complaints.

If they want to play God’s policemen, there are more important things for them to focus on

The first video advert, released last month, shows two women removing items of clothing and posing in a sexually suggestive manner while preparing for a tennis game, all under the gaze of two seated men.

A second advert, which has since been removed on the request of the equality commission, showed two men fantasising over a female secretary in the workplace. The men exchange a look before imagining themselves spraying champagne over the woman as she poses in a bikini.

The NCPE yesterday condemned the representations and called on those in the media to refrain from issuing material which objectifies and sexualises women and girls. “The pervasive sexualisation of women and girls in media representations reinforces the stereotype that a woman’s value is determined by her physical appearance and that woman’s primary role is that of pleasing men,” the commission said.

“This correlates with unequal relations in society and has a direct adverse impact on women’s equal participation in all spheres of life, as well as sexual harassment.”

The commission’s complaints were echoed by many on social media, some of whom described the advert, which has been viewed more than 30,000 times on Facebook, as “blatantly sexist and objectifying”.

“I think the person who came up with this idea is still stuck in last decade’s concept of ‘sex sells’ marketing – horrid, unstylish, sexist and plain offensive to the senses,” one wrote.