An advertising campaign urging people to wear bicycle helmets in Germany is facing accusations of sexism.

It features a female model, wearing just a helmet and underwear.

The slogan on the Ministry of Transport advert reads: "Looks like shit. But saves my life".

The woman in the piece is wearing a violet-coloured helmet and lacy bra.

AFP has said the advert was due to be put up on billboards from Tuesday March 26th.

But it ran into criticism with the junior coalition partners in Germany, the Social Democratic Party (SPD).

An example of the advertising campaign | Image: Reddit

"It is embarrassing, stupid and sexist, for the transport minister to be selling his policies using naked skin", Maria Noichl, chairwoman of the SPD's women's wing, told Bild am Sonntag.

The German ministry is hoping to use the campaign, which also includes videos, to encourage young people to wear a helmet.

While Germany's Family Minister Franziska Giffey, who is also a member of the SPD party, criticised the campaign.

She posted a photo of herself on her Facebook page with her bike and helmet.

Under it, she wrote a message to German Transport Minister Andreas Scheuer.

She said: "Dear Andreas Scheuer: fully dressed also goes well with a helmet!"