The director of Rape Prevention Education has attacked a promotion offering rugby tickets to "cougars" or women aged 35 and over "looking for slabs of meat" as appalling and disgusting, and wants advertisement withdrawn.

But the competition's promoters say they have no plans to stop the advertising campaign, which it says is meant to be light-hearted.

Rape Prevention Education director Kim McGregor said the promotion on Air New Zealand's Grabaseat website offering tickets to next month's Wellington Sevens aimed at groups of women aged 35 and over known as cougars, was objectionable on several levels.

She said the online advertisement, which shows a mature woman or cougar "starving itself on sparse vegetation during the day then hunting large slabs of meat at night" by stalking a young man at a bar should be withdrawn immediately.

Despite the man's attempts to ward off the woman's advances, the cougar has "not tasted fresh meat for days" and drags her prey to an inner-city apartment.

Ms McGregor said the organisation had heard from Air New Zealand staff who were embarrassed and concerned by the promotion.

"They find it degrading and that it is encouraging potentially harmful behaviour, so my question is why is our national carrier promoting sexually predatory behaviour?"

"We have also had complaints from male survivors who have been raped by women and they are very distressed that their situation is being laughed at and made out to be humorous."

Ms McGregor said a fifth of sexual violence happens in or around licensed premises and figures showed that one in four women and one in eight men would experience some level of sexual violence.

Grabaseat spokesman Sunil Unka said complaints had been laid about the promotion, but it would continue.

"We have certainly received some feedback ...it's mainly from women who are over 35 and have taken a bit of offence to it and felt it was an unfair kind of blanket comment."

"It (sexual violence) certainly is a fairly major issue but this was meant to be light-hearted and not meant to be taken too literally, so we will not be pulling it."

At least 60 women have entered the competition. Winners will be given cougar costumes and equipment to make noise to attract the attention of young males.