An advert for low cost airline Ryanair which refers to the London bombings has received almost 200 complaints.
The ad appears in a number of national papers
It features Winston Churchill saying: "We shall fly them to the beaches, we shall fly them to the hills, we shall fly them to London!"
The Advertising Standards Authority has received 192 complaints that it was crass or offensive and is considering whether to investigate.
But Ryanair said it was stimulating the tourism market after the attacks.
A spokesman for the Advertising Standards Authority (ASA) said: "The general nature of the complaints are that it is crass and offensive.
"Other complaints are that it is insensitive, coming so soon after the London bombings last week."
Peter Sherrard, head of communications for Ryanair, told the BBC a lot of people had supported the company's message.
He said airline operators should do their bit to make sure normality, and visitors, return to London as soon as possible.
"People should be encouraged to live their lives as normal and not to be defeated by terror," he said.
"By dropping fares, by bringing forward route launches we are trying to stimulate the tourism market to make sure London keeps flying.
"There are jitters in the market and we recognise people are scared to fly so we are trying to meet them halfway to encourage people to act their lives as normal."