The brand recently launched a campaign for its latest product Aero Ultra Dark Self Tanning Foam – a tanning product created for “those with darker complexions or experienced tanners looking for the deepest bronzed glow” – using a series of snaps of model Steph Claire Smith.

On Instagram there were snaps of the popular fitness model before and after using the fake tan while wearing a black bikini as well as official branded imagery in which she’s wearing a black one-piece swimsuit.

But many customers spotted a striking difference in the after shots on the model’s social media and the finished result on the official imagery, accusing Bondi Sands of “blackfishing” – a term used to describe someone accused of pretending to be black on social media by using make-up, hair products or even surgery to drastically change their appearance – and branding the snaps “offensive”.

“This advertisement doesn’t sit right with me. I understand you are trying to demonstrate a colour difference, but this is quite offensive and coming across as blackfishing,” one woman wrote on the brand’s Instagram account.

“I do really hope you address these and have second thoughts about this campaign.”

“The extreme editing is very evident when you look at the original comparison shot of Steph and this launch photo,” another pointed out.

A heated conversation about the images also began in the Shameless Podcast community Facebook group in which the ad campaign was labelled “piss poor” by one user.

“How is this even remotely acceptable? This brand has form for blackfishing hardcore but if they are advertising for ‘babes with darker skin’, can’t they just.......hire a black / brown woman?” one said.

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“And if they are not actually not making this product for actual people with darker skin, why are they doing this to the photo?? This is piss poor.”

“Considering this is how the tan looked fully developed on Steph, the company has definitely gone out of its way to make the final picture darker,” another added.

One said: “The level of discrepancy between this and the promotional image is so troubling. The blackfishing, the blatant false advertising. It’s all very ‘yikes!’ to me.”

The backlash caused Bondi Sands to respond on Instagram, telling one concerned customer:

“We appreciate you taking the time to leave us this feedback. When shooting campaign imagery, we take all care to minimise unnecessary editing, especially as Steph is naturally olive toned and takes well to Aero Ultra Dark. We’ll continue to listen to our community and take feedback on board for future campaigns.”

News.com.au has contacted Bondi Sands for further comment.

Bondi Sands was launched in 2012 by Shaun Wilson and Blair James and its products are all Australian made.

Since launching it has become a firm favourite and has a huge celebrity fan base, with Kylie Jenner once spruiking one of its products on her Instagram, reportedly earning the brand $1 million in a week.

It is now sold in the US, UK and is set to launch in New Zealand and Canada soon, according to a recent post on Instagram.

Other celebrities affiliated with Bondi Sands include Australian mega influencer Tammy Hembrow, British reality star Charlotte Crosby and model Emily Ratajkowski.

BLACKFISHING SCANDALS

Last year, a Swedish model was accused of cultural appropriation when her 200,000 followers discovered her bronzed skin was created with make-up.

Emma Hallberg, 19, left social media users shocked when a follower uploaded a photo from Hallberg’s Instagram along with a screenshot of a conversation pointing out that the brunette beauty is actually white.

“I honestly thought Emma (Hallberg) was half black lol,” another Twitter user commented.

Others started to circulate a photo on Twitter of Hallberg with a noticeably lighter skin tone. Some accused her of “blackfishing” or pretending to be black to get more attention.

“If her skin colour changed between seasons I don’t think her skin colour would be the same for every season as you can see on her Instagram,” wrote one online user. “The girl was clearly posing as black, as she’s posted by many black pages.”

Hallberg had been featured on Instagram pages showcasing black models, according to Buzzfeed, but she never asked the accounts to take down posts.

The model defended herself to the outlet, saying she’s never used any self-tanners or spray tans and never “claimed or tried to be black or anything else”.

“I do not see myself as anything else than white,” she said. “I get a deep tan naturally from the sun.”

Continue the conversation @RebekahScanlan | rebekah.scanlan@news.com.au