Malaysia Airlines has faced yet another storm of social media criticism after launching a marketing campaign entitled ‘My Ultimate Bucket List’.

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The airline has lost two planes this year in tragic aviation accidents, with 537 people dead or missing.

The campaign, launched on Monday, called for passengers to list the things they would most like to do before they die.

In a competition to win free flights or an iPad, passengers in Australia and New Zealand were encouraged to share their bucket list.

After the MH17 and MH370 tragedies, social media was quick to criticise the concept, calling it a “marketing disaster”.

@mashable I am pretty sure my bucket list includes NEVER EVER flying on #Malaysia Airlines!

— divataunia (@divataunia) September 3, 2014

Seriously? How did nobody at Malaysia Airlines not think having a “Bucket List” contest was a horrible idea? http://t.co/BOSYUyUjci

— Tim Leake (@tim_leake) September 3, 2014

The airline responded by pulling the competition and apologising for the stunt.

“Malaysia Airlines has withdrawn the title of a competition running in Australia and New Zealand, as it is found to be inappropriate at this point in time,” the airline said in a statement on Wednesday.

“The competition had been earlier approved as it was themed around a common phrase used in both countries. The airline appreciates and respects the sentiments of the public and in no way did it intend to offend any parties.”

A ‘bucket list’ usually refers to a list of activities a person wishes to complete before they ‘kick the bucket’ or die.