Prime Minister Najib Abdul Razak wants all parties to stop treating women as objects and be more aware of society’s sensitivities.

Najib said he regretted the incident of customers making indecent poses with the cutout of a woman meant for a petrol company's advertisement.

“Their actions which included indecent acts, even though on a poster, are very disappointing, shameful and against our culture and customs,” Najib said in a posting on his official blog tonight.

Najib said this should not have happened because it was an insult and a disrespectful act.

“We are responsible for providing a safe and comfortable environment for women who are also our mothers, wives, children and sisters.

“Imagine if the same behaviour is shown towards our own family members, whether they are our children, mothers, or sisters,” Najib said.

He added that the people should go back to the fifth principle of Rukunegara, which was  "Kesopanan dan Kesusilaan" (courtesy and morality).

He said mutual respect was an important element for everyone to continue living together peacefully.

“Islam also teaches us to respect women, and even place them in a high place,” Najib added.