A new Thailand beauty advertisement claiming white skin is the key to success has sparked controversy and resentment and drawn criticism over its discriminating nature in Thailand.

Beauty company, Seoul Secret, recently launched an advertisement to promote their beauty products, Snow which features famous Thai star, Cris Howang.

Granted whitening products are popular in Asian countries, but this commercial has ruffled feathers after the ad featured a dark-skinned woman.

"Just being white, you will win," says Howang in the 50-second ad.

Without the advertised pill, "the whiteness I have invested in, will just vanish," she warns.

Howang also promised that Snow will help customers in maintaining their skin to be fair.

"Eternally white, I am confident," she added in the ad.

Dissatisfied viewers took to the media social citing the ad as 'racist' and 'discriminating'.

International news agency CNN reported that Seoul Secret had pulled down the video from its online platforms following the uproar.

"We would like to apologize for the mistake and claim full responsibility for this incident. Our company did not have any intention to convey discriminatory or racist messages," it said.

"What we intended to convey was that self-improvement in terms of personality, appearance, skills, and professionalism is crucial."