The latest advert from a budget airline has been criticised for painting a miserable picture of Whitley Bay in an effort to encourage people to escape the town for warmer climes.

But Jet2.com has admitted that the ads were not even filmed in the borough, but were shot on windswept and rain-drenched beaches in Southport, near Liverpool.

One ad features a woman, standing on what is portrayed as a Whitley Bay beach, attempting to open a brolly whilst battling the howling wind and nasty drizzle.

Set against a grey sky, the slogan "A gentle stroll along Whitley Bay?" is heard, followed by images of sun-filled holidays.

Jet2.com has taken advantage of the borough's poor weather to promote its flights abroad but has come under fire for its choice of advertising.

Alan Moses, secretary of Whitley Bay Chamber of Trade, has branded the ads "deplorable" and "irresponsible".

He said: "I think this is a deplorable way of doing business, not to say the damage it could do to tourism in the region.

"It is irresponsible advertising.

"What are they going to do next, have someone standing in the floods telling them the best way to escape is to get away from it with Jet2.

"Are they trying to say the weather is always like this here and always beautiful in Spain, because it's not."

Mr Moses says he does not believe the adverts will have an adverse effect on tourism in the area.

"People have more intelligence and sense than to see the adverts and not come here," he said.

A spokesperson for North Tyneside Council said: "Everyone knows the climate differences, but we do get some brilliant weather on the coast, both winter and summer.

"Plus there's lots to do and it's not all outdoors.

"What's more it's cost effective, and as well as having fun you can bask in the knowledge that a holiday at home doesn't have as big a carbon footprint so you're helping to fight climate change.

"The daft thing is that the advert wasn't even filmed in the region.

"Maybe they were worried our beautiful beaches would look too good."

Jet2.com marketing manager Jonathan Alcock said: "This is a tongue-in-cheek advert and there was no intention to annoy or upset anyone with it.

"We were simply pushing the fact the weather has been bad and that people can get away from it."