It’s a tale as old as time and one with a well-overdue expiration date.

Once again, victims– namely women– of sexual assault are being shamed into silence because of jokes that have not been well thought out. This time, Ecuador’s President Lenín Moreno is the mouth behind the quip that deserves no laughs.

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In a recent speech delivered in the city of Guayaquil, Moreno claimed women-only complain about assaults when the perpetrator is unattractive.

Speaking to investors in the port city, Moreno appeared to defend men accused of harassment saying “at times, with harassment, they torment ugly people. That is to say, that the harassment is when it comes from an ugly person,” he went onto add that “if the person looks good according to the standards, they tend not to think necessarily that it is harassment.”

Fortunately, the responses to Moreno’s disdainful comments were quick, unforgiving, and loud.

Women’s rights activist groups and other organizations quickly lambasted the already controversial president for his snide and noxious comments.

In a tweet posted to her Instagram account, Ecuador’s governing party congresswoman Soledad Buendía condemned Moreno, writing on Twitter that the president’s comments “justifies and reproduces violence against women. You can’t joke about harassment, rape, femicide, trafficking, sexual exploitation … Nothing justifies expressions that revictimize us!”

According to the Guardian, the Women for Change organization were quick to join in the conversation.

“It is not that everything now looks to women like harassment, it is that to machos like you it has never seemed bad to harass!” the organization tweeted.

Soon after the backlash hit, Moreno attempted to apologize.

In a tweet posted to his account, Moreno wrote an apology saying “In my comment about harassment, I did not intend to minimize such a serious matter as violence or abuse. I apologize if it was understood that way. I reject violence against women in all its forms!”

According to a comparative analysis published in the 2008 book Violence Against Women, 32.4% of Ecuadorian women interviewed aged 15-49 stated they had been physically or sexually abused by a current or former partner. Clearly, this is no laughing matter.