Samsung has apologised for a recent advert which shows a woman get up in the middle of the night to go running alone through a city.
Speaking to the BBC, a spokesperson for the tech giant apologised, saying the company never intended "be insensitive to ongoing conversations around women's safety."
The ad came in for heavy criticism, as it was considered "tone deaf" in the wake of the death of Ashling Murphy, a 23 year old primary school teacher from Offaly, who was murdered while out on a run in January.
Women's running groups in particular were very vocal in objecting to the advert, and a number of others took to social media to object.
Samsung replied to some of the comments on social media saying: "We can assure you that the meaning for this advert is for all Galaxy customers/viewers to achieve their health and wellness goals on their own schedules".
