Marks and Spencer has become embroiled in a sexism row after saying dads are better with money than mums.
The high street giant's banking arm faced a backlash after the ill-judged tweet which has since been deleted.
M&S Bank tweeted: "We found that many people ask Dad for advice more so than Mum - making him the Family Bank's 'Advice Administrator'.
"Do you agree? Let us know. #FamilyBank."
In a video posted alongside the tweet, the bank said the claim was based on research conducted in March this year.
Customers accused M&S of regressing to the 1950s after it said many people ask their dad for financial advice.
One Twitter user, called June, replied: "What did the survey responses reveal about same-sex parented families?
"My future children will have no dad - please advise if they are financially doomed."
Rosie added: "Dad left when I was 12. Never saw him again.
"My own husband left me with three kids and I work full time to support them. Please send this back to 1953 where it belongs."
Kirstie Beaven said: "I always ask my mum. She's an accountant.
"She's a maths whizz. She understands financial concerns. She advises on my tax and pension.
"But yeah, I'd go for a bank that props up the idea that men handle money better than women."
And mum Lucie Spencer tweeted: "I'm a financial advisor and ex Bank Manager, my son will always come to me."
In a response to a tweet, M&S Bank said it was simply promoting the roles that men play in managing finances.
It tweeted: "Our research uncovered a few different personalities within the FamilyBank, we have 4 more coming up this week. We know it's not just the 'dad-visor' who may have a role to play... Stay tuned!"
But many furious Twitter-users criticised the bank for promoting 'stereotypes' and accused it of ignoring same sex families.
Faye blasted: "M&S, during Pride month, with its logo celebrating diversity, chooses now to pay to promote a tweet straight from the 1950s.
"Please don't reply with your generic, 'our research shows that...' response. Saw it on every other post, and I still don't care. This is sexist and wrong."
Luci said: "Embarrassingly revealing about both the kinds of people who bank with M&S and the kinds of people running it.
"Hopelessly sexist, dated & insensitive understanding of "family". Calling this research is.. hilarious."
Laura said: "My dad died some time ago, but on some level I'm sure he's 'dad-vising' me never to bank with someone stuck in the 1950s."
Another account added: "My kids don't have a dad. So no. Why don't you remove the rainbow stripes if you're going to be peddling your heteronormative bullsh*t."
The high street chain launched an in-store banking service in 2012 and currently has branches in 29 M&S stores across the country.
It offers services such as insurance, current accounts and mortgages.
An M&S Bank spokesperson said: “The Family Bank report, commissioned by M&S Bank and authored by CEBR, is part of a series which explores common misconceptions about the Bank of Mum and Dad, illustrating that modern family finances and intergenerational support is much more complex than stereotypes might suggest."
