India, Sept. 13 -- Sydney Sweeney is once again at the centre of an advertising controversy. The Euphoria star has drawn criticism over her latest campaign for sports trading platform Novig. Some viewers are questioning why the actress was presented in a highly sexualised way in an advertisement that is supposed to promote sports.

Sweeney teamed up with Novig on Wednesday as the brand's new strategic partner and equity holder. The platform, which launched last month, combines sports trading with prediction-market features and is restricted to users aged 21 and above.

But instead of keeping the conversation on the app, the campaign has sparked a debate about the way women are represented in sports advertising.

Sydney Sweeney's Novig Ad ...