Iceland staff told a paramedic he had to buy anything he touched in store, in an action the NHS worker described as being treated like a leper.
The supermarket initially said the measure was designed to protect staff and to reduce the risk of coronavirus contamination, but later apologised and removed the advice.
A picture of the Iceland statement was posted on the UK Paramedic Humour Facebook page, along with the comment: "Thanks for implying healthcare professionals are dirty, unclean people.
"Thanks for making us out to be lepers.
"If anything, Iceland - healthcare professionals are MORE likely to adhere to IPC guidelines by rigorous hand washing (for proof, just feel how rough our hands are)."
The post was liked and shared thousands of times by sympathetic Brits.
One user wrote: "How is this a thing? Surely Iceland must realise that, as the 'professionals', we're actually the ones that understand how to remain sanitary?"
Another added: "My NHS hour will be spent shopping elsewhere to Iceland, because I heard only mums go to Iceland, so this means NHS staff must have to go elsewhere!"
The statement has since been removed, with a spokeswoman from Iceland telling The Sun : "This was an error and should not have been posted on our website.
"We sincerely apologise for the offence this has clearly caused, and have immediately withdrawn this guidance.
"We are deeply grateful to the NHS and all key workers for everything they are doing to keep the country running."
Iceland was one of the first supermarkets to dedicate time to vulnerable shoppers and emergency workers.
It currently lets NHS staff and other key workers shop for the final hour of trade by showing their ID.
Stores are also cleaned after closing to help keep staff and customers safe from the coronavirus.
