The Iran-aligned Houthis regularly fire into Saudi Arabia and have targeted its capital, Riyadh, with ballistic missiles. As Al Jazeera reported, a third of the 258 attacks carried out by Saudi and UAE forces in June targeted non-military sites.
The ICRC stressed that "under global humanitarian law, civilians must be protected during conflict", while the secretary-general of the Norwegian Refugee Council Jan Egeland called it a "grotesque, shameful" attack that showed "blatant disregard for rules of war".
Sen. Chris Murphy (D-Conn.), an outspoken critic of the United States' support for the Saudi coalition, expressed fury over the attack and demanded once again that lawmakers end their complicity in the war.
He stressed that the Houthi leaders and terrorist elements responsible for firing ballistic missiles and targeting civilians will be targeted as part of the coalition efforts to prevent terrorist elements from harming regional and global security.
"The coalition will take all necessary measures against the terrorist, criminal acts of the terrorist Iranian-Houthi militia, such as recruiting child soldiers, throwing them in battlefields and using them as tools and covers to their terrorist acts", Col Al Malki said.
In response, Houthi spokesman Mohammed Abdulsalam called the coalition statement "absolutely ridiculous".
In 2014, the Houthis overran the Yemeni capital and seized control of much of northern Yemen as well as a string of ports on the Red Sea. Three civilians were killed by a Houthi missile fired at Jazan in June.
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It was unclear how many children were killed and how many air strikes were carried out in the area, in northern Yemen, near the border with Saudi Arabia.
Saudi Arabia, the UAE and their allies in the Arab Coalition intervened in the conflict at the request of Mr Hadi's government.
"We trust when they say that they will investigate that they will investigate. Spare the Yemeni people more death and misery".
There was no breakdown in the casualties and it was not immediately clear how numerous victims were on the bus itself and how many were pedestrians in the immediate area around it. "Central Command was not involved in the air strike in Saada".
So far, almost 10,000 people have died in the war in Yemen, which has unleashed what the United Nations describes as the world's worst humanitarian crisis.
Earlier this week, the UN Special Envoy for Yemen, Martin Griffiths, convened a consultative meeting in the United Kingdom of 22 Yemeni public figures and women activists as part of his efforts to end the war.
"The main objective of the meeting is to have the opportunity to consult with Yemeni social and political figures who possess a unique knowledge of the Yemeni society", said Mr Griffiths, who chaired the meeting.