The NSPCC has criticised retailer Tesco for selling padded plunge bras for seven to eight year old girls.
Tesco has defended its right to make a profit from the market and told the media: “It is a product designed for girls at that self-conscious age when they are just developing and is designed to cover up, not flatter”.
The NSPCC, which aims to stop child abuse commented: “Making products for young girls which encourage them to wear inappropriate and sexually provocative clothes is irresponsible”.
In 2006 Tesco suffered another error of judgement when it included a pole-dancing kit in its toy section. This was removed after Tesco was accused of “destroying children’s innocence”.
Celebrity ambassadors working for the NSPCC include Catherine Zeta-Jones and Kylie Minogue.