Marks and Spencer have come under fire for an image on their website that shoppers claim condoned ' violence against women'.
The photo showed a boy pulling a girl's ponytail, Manchester Evening News reports.
One mum blasted the retailer online and wrote that the pic is 'offensive on so many fronts'.
Tracey Garcia took to Twitter to vent and share a photo from the website.
Tracey's post read: "Grownups, if a boy is mean to your daughter, don't tell her it's because he likes her, violence and aggression are never signs of love."
While the image has since been removed by M&S following Tracey's complaint, she says she feels let down by the 'family retailer'.
In her tweet, she said: "I’ve been dressed by you since I was 11 from memory.
"I love being able to shop online, especially for our son.
"Today I came across this image and I want to share one with YOU.
"We have a responsibility as parents and advertisers to set the tone!"
Tracey, mum to eight-year-old Elliott, told the M.E.N's Manchester Family : "When I saw the image I thought how utterly ridiculous and whilst my son doesn’t sit with me when I order I was left thinking; what kind of message is this?
"I reached out to ask them to consider their responsibility as advertisers and I also messaged Let Clothes Be Clothes.
"If we don’t challenge and set the tone for change what else slips through the nets.
"I find it offensive on so many fronts and feel let down by M&S - they are a family store."
The mum-of-one, from Berkshire, added: "My son is 8 Autistic with PDA - he struggles enough - I haven’t shared the image with him, only told him that I asked that an image that might encourage behaviours in others was removed and it was.
"He thought that was cool - I want him to never to accept things like this and to feel free and confident to stand up for others and question.
"To be fair they addressed the concern straight away."
Francesca Mallen, of Let Clothes Be Clothes, a campaign to end gender stereotyping in the design and marketing of childrenswear, said: "Fantastic to see Marks and Spencer take swift action on this, and the image now looks to have been removed.
"We love the transformation and move to more unisex children's wear at M&S, but all retailers need to be cautious of using descriptions and images that are likely to cause great offence."
An M&S spokesperson said: "During the pandemic we used siblings to comply with restrictions – as can be seen with this image.
"We want our shots to be natural, fun, appropriate and inclusive and following feedback from our customers we took the decision to remove this particular shot.”
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