Mothercare has been criticised for selling "sexy" corsets for new mums without a warning that they could be harmful if worn too early.
The parent and baby chain's website shows a skinny model in high heels wearing the £89.95 Belly Bandit Mother Tucker corsets online under the tag "post-birth lingerie".
However experts have said new mums shouldn't wear corsets that are tight for at least six months after giving birth as it could cause damage.
They are also concerned it sends a negative image in terms of body image.
The chair of chairwoman of Independent Midwives UK Jacqui Tomkins told The Times : "If you have it too tight [in the first six months] you could be causing damage.
"I’m very anxious for women who are getting the wrong message. It’s saying the most important thing is for you to be back in shape, looking like Kim Kardashian . That worries me."
Sarah McMullen from National Childbirth Trust also voiced concerns, saying the corsets could "add to the pressure to meet unrealistic expectations" on new mums.
Following the Times's investigation Belly Bandit has stressed that the corsets are not designed to be worn in the months following birth.
A spokesperson for Mothercare told the Times they are "reviewing the wording and imagery" surrounding the product to make sure it's clear to customers when the product should be used.
Mirror Online has approached Mothercare for comment.
