Supermarket bosses at Asda have issued customers with a compassionate message ahead Father's Day later this month.
While providing shoppers with plenty of ideas of how to celebrate with their dads, the firm has also acknowledged the day can be emotionally difficult for many - and hearing about it can cause issues.
So the supermarket giant has given punters the chance to opt out of emails this year promoting Father's Day.
The MEN reports how in a message to shoppers, the supermarket wrote: "Hi there, Father's Day is approaching and we know this can be a difficult time for some of us.
"If you would prefer not to see any emails about this event, please let us know by clicking below by June 9.
"This will only stop emails about Father's Day, but you will still receive our usual great offers and rewards. From, ASDA Customer Team."
Father's Day this year falls on Sunday, June 20.
In the UK, Father's Day always falls on the third Sunday in June.
