Recently PETA submitted an ad for the Southwest Airlines in flight magazine, Spirit. The ad shows an airport security X-ray image of a woman wearing panties and a bra with the words, “Be Proud of Your Body Scan: Go Vegan” printed across the undies.

Southwest Airlines, known for racy campaigns, such as Hostesses In Hot Pants and DON’T #$*!% ME OVER, deemed the PETA ad “too provocative.”

“Our ad is less sensational than many of Southwest’s own promotions,” said PETA senior vice president Dan Mathews. “The airline may have canned it because the company is based in Dallas, the heart of the beef belt.”

Marilee McInnis, a Southwest spokesperson, left a message on the Dallas Morning News Airline Biz Blog saying, “We are very sorry to hear that PETA is upset with the rejection of their ad — we want to ensure them that we certainly respect the right of anyone expressing their opinions or beliefs.” She added that the airline is willing to consider other advertising ideas from PETA in the future.