ITALIAN airline Alitalia has apologized for a controversial promotional video featuring an actor in blackface portraying U.S. President Barack Obama after social media users lashed out at the airline over what they called a racist move.

The ad, which ran in Italian, was part of a series of videos promoting Alitalia’s new nonstop route from Rome to Washington, D.C.

The companion videos feature other American presidents, including Donald Trump, George Washington and Abraham Lincoln, along with the hashtag #WhereIsWashington.

Social media erupted at the video featuring a man who appeared to be light-skinned but wearing black makeup to portray the U.S.’ first African-American president.

“Whoa. @Alitalia advertises its new flight to Washington with an actor in blackface playing Obama. The video also features people saying he was born in Africa. Words fail me,” wrote Alberto Riva.

Another Twitter user said they planned to boycott the airline over its misstep.

An Alitalia spokesperson initially defended the video, telling The New York Times that the actor was not Caucasian and that his makeup was merely meant to “highlight features.” It later said it was removing the video from its social media channels.

Alitalia is one of a handful of large Italian corporations recently accused of racial insensitivity.

Gucci, in February, pulled a wool balaclava sweater from its shelves after social media users said it reminded them of blackface.

(SD-Agencies)