Newspapers across Germany are highly criticizing a competition to find the "worlds most beautiful bottom" launched by German underwear firm Sloggi.

Alleging that the competition promotes "pornography," several Swedish newspapers have taken exception to the competition.

Sloggi's new campaign to promote its underwear invites women and men to send photographs of themselves in their underwear which would then be judged by voters over the Internet.

The winners of the competition will not only be awarded with "the world's most beautiful" bum tag but also take home Ł6,000 (US $12,085.06) in cash, plus the opportunity to model for Sloggi's next campaign.

Contradicting the "pornographic" allegations, the German firm said in a statement Tuesday: "Our goal of finding the most beautiful backsides has been misunderstood by certain sections of the media."

Though Sloggi expressed that the company "respects the opinions of others," the competition will still go ahead with all its plans.