A new Samsung advert has been described as 'unrealistic' by a women's safety group.
The 'Night Owls' campaign features a woman running alone through city streets at 2.00am.
Samsung says the ad was meant to celebrate individuality and freedom.
In a statement, the technology company says: "The Night Owls campaign was designed with a positive message in mind: to celebrate individuality and freedom to exercise at all hours.
"It was never our intention to be insensitive to ongoing conversations around women's safety.
"As a global company with a diverse workforce, we apologise for how this may have been received."
https://www.youtube.com/watch?v=WnEzVb_AAiI&t=3s
Jamie Klingler is co-founder of UK-based group Reclaim These Streets.
She told Newstalk Breakfast it is perpetuating situations which can't happen.
"I wish I could run at anytime of night... it's not showing us something we're able to do because of our lack of safety.
"If a guy's coming up behind me on a bicycle, the last thing I'm doing is turning around and having a flirt.
"The amount of men that have either tried to take out my headphones, tried to grab my arm, tried to hit on me while I'm trying to run.
"I'm not running to be seen - I'm running for my own mental health and my own exercise.
"And this just perpetuates that 'We want to be talked to, we want to be cute'.
"And who has headphones in, in the middle of the night, in any urban area?"
A screenshot of the Samsung Galaxy Night Owls advert. Picture by: Samsung/YouTubeAsked if this advert does not show women reclaiming the streets, she says this is where they want to get to.
"We want to get to a point where we can do that - but can you imagine the headlines if I got killed running around Regent's Park at 2 in the morning.
"They'd be like 'Was she really running? She was in very tight clothing' and none of us have that level of complicity."
And she believes women should be able to run at anytime.
"We should be able to - but you're showing me something that the reason I can't do it is not in my control.
"If I could control when I can go and what I can do, then I'd be up for it.
"But you're showing me something that can only exist if men are not on the streets.
"But we don't have that freedom, and I think that's what the nub of it is.
"We are prevented from doing that and we want to do it; so by showing it to us... that is not an access that I can get because of what happens to us when we are out at night".
