"We sincerely apologise for any distress that has been caused," Wicked Campers Founder, John Webb, wrote in a statement after their latest slogan "In every princess, there's a little slut who wants to try it" came under fire for being "sexist and demeaning".
"As is often quoted 'A sense of humour is a sense of proportion'," Webb continued. "In this instance, we admit that we have taken things out of proportion and out of the realms of what is considered to be 'socially acceptable'."
The apology came after a Sydney mother's online petition calling for the removal of the slogan drew extensive media attention.
The community backlash has prompted the ACL to again call on state governments to introduce laws regulating outdoor advertising.
"The self-regulatory system of outdoor advertising is clearly not working," ACL's spokesperson on the dignity of women, Ms Francis, said.
"Our children and young people will continue to be exposed to sexualised and degrading content in our public space if penalties are not introduced on companies like Wicked Campers and future offenders."
Numerous complaints against Wicked Campers' slogans including 'Fat girls are harder to kidnap', have been upheld by the Australian Standards Bureau, however, a self regulation system has allowed the group to disregard the rulings in the past without penalty.
Ms Francis also pointed out a recent report revealing that incidents of sexual violence against women in Australia is more than double the global average.
"Many sexist slogans, including those Wicked Campers have been responsible for, promote violence against women, which is sadly a massive problem in our country," she said.
In its statement, Wicked Campers promised to remove their slogans with an "insensitive nature" over the next six months.
"After initially responding to the petition saying they "didn't care about the uproar" – after your massive support for my petition, they've apologised and will re-spray the offensive, sexist vans," the Sydney mother who launched the petition after her daughter was exposed to the group's slogan wrote.
"I'm so proud and pleased [she] said something, and that together we stood up against it. It's important that we call out sexism wherever it exists."