SAO PAULO (AP) -- Hate that hair? In Brazil, beware.

A self-regulatory council for Brazil's advertising industry is looking into complaints against razor maker Gillette for running body-shaving commercials.

Council spokesman Eduardo Correa says 20 consumers have filed complaints that the campaign "encourages prejudice against hairy men."

The online commercials show beautiful women telling men they should shave their chests to please their girlfriends.

The council's ethical committee is expected to rule on the case in 30 days.

Elaine Moreira is a spokeswoman for Gillette parent company Procter & Gamble. She says the campaign was "an irreverent way to say that women prefer hairless men and that the company never meant to offend consumers."