According to a story by Jamie Komarnicki, at Postmedia News, the "Breast Summer Ever" contest, launched Monday by 90.3 Amp Radio, asks entrants to upload a photo of themselves and a statement about why they should win a free boob job valued at $10,000.
The top 10 finalists will be announced on July 7, and will then compete for online votes to win the grand prize.
The contest launch Monday drew swift reaction, particularly through social media sites Facebook and Twitter.
Calgarian Maxwell Orwell, 26, said he filed official complaints with the Ad Standards Council and the Canadian Broadcast Standards Council on Monday.
"Mainly for the whole voting thing where women have to pose for pictures and people rate them. I think it's pretty demeaning," said Orwell, noting the finalists are announced the day before Calgary Stampede. "It makes Calgary look pretty trashy."
Kris Mazurak, Amp Radio program director, said the station launches numerous contests throughout the year. The Breast Summer Ever is voluntary, he noted.
"With any contest we run that's voluntary to enter, the prize may appeal to some people, to others it may not," he said.
"If it appeals to you, you may enter."
The top 10 finalists will have their photos taken by a professional to ensure each photo is the "same quality and calibre."
Contest rules don't specify gender requirements for entrants.
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