Supermarket chain Sainsbury’s has been forced to apologise after sending posters to children featuring a naughty tattoo on the arm of footballer David Beckham.
The retailer sent out 47,000 of the posters, which depicted the ‘ink’ of Victoria Beckham in lingerie, as part of a promotion allowing schools to get sports equipment in return for vouchers.
Pre-school leader Anita Deacon, of Winshill Pre-School in Burton, Staffordshire, told the Daily Mail: “We’re not being prudish… We just think it’s inappropriate. The tattoo depicts Posh Spice wearing nothing but underwear and posing provocatively.”
The supermarket has since profusely apologised for the poster and has responded in writing to several complainants.
A company spokesperson said: ‘As a world-class athlete and father of four, David Beckham is the perfect ambassador for several of Sainsbury’s initiatives which encourage all kids to lead healthier and more active lifestyles.
“It is never our intention to cause offence and we would like to apologise if this is the case. We will of course take this feedback onboard when designing our Active Kids material going forward.”