03/27/2014 01:04 EDT | Updated 03/28/2014 01:59 EDT

British Airways' Indian Ocean Ad Couldn't Have Come At A Worse Time (PHOTO)

British Airways is drawing criticism from travellers over the poor timing of one of its ads.

The image in question features clear blue waters with text asking travellers to "escape the commute and discover the Indian Ocean".

Users on Reddit were quick to upload images the ad, suggesting the ad's run time was too soon given the recent developments over missing Malaysia Airlines flight MH370. On Monday, Malaysian Prime Minister Najib Razak announced satellite data pointed to the missing plane crashing into a remote corner of the Indian Ocean.

British Airways has verified the ad is real and says the campaign behind it was planned long before the event of the missing airliner.

"We are very sorry for any offence caused, and the advertising is being withdrawn. This campaign was planned some months ago and we recognize that its appearance at this time is inappropriate," a BA spokesperson told the Huffington Post Canada.

Commuters on the London Underground say they've seen the ad running at Euston Station, according to the Independent but the ad has since spread worldwide via Twitter just hours later.

The airline, in return, has since apologized on the social media website.

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