Asda has come under fire for a ‘sexist’ T-shirt which one mum claims could affect children’s mental health.
The supermarket giant has been criticised for the top which carries a slogan that suggests boys are ‘diggers of dirt’ and up to ‘lots of mischief’.
Campaigners say they are disappointed with the retailer and that the clothing ‘sends an unhelpful message to both boys and girls about how they should behave’.
The long-sleeved top, costing from £2.50, bears the slogan ‘Boy, noun: 1. Digger of dirt, noise maker, lots of mischief. See also: ‘handsome’, ‘cool’.
Liann Weir took to Twitter to share a photo of the top with the comment: "Really Asda … this is pretty poor. What message are we giving our boys?"
And when she was questioned as to whether we are ‘losing our sense of humour as a nation??!!’, she responded: "Absolutely not – but we are raising a generation of boys (and girls) who think they should be/think or feel a certain way because of the messages they receive in ways like this.
"When they don’t/can’t conform to stereotypes like this their mental health can suffer."
But Liann has the support of campaigners who say retailers need to think more carefully about the slogans on children’s clothes.
Let Toys Be Toys, a campaign against gender stereotypes in the toy and publishing industries, retweeted Liann saying: "This is really disappointing and sends an unhelpful message to both boys and girls about how they should behave."
It’s not the first time the supermarket has been criticised for the wording on its clothing, which many have said is ‘sexist’ and reinforces stereotypes.
Last May it was under fire for a jumper with the phrase ‘Boys Will Be Boys’ on the front of it – a slogan still being used by the retailer on another of its tops.
One mum said at the time that she was ‘gobsmacked and raging’ about the £4 item , which she said was ‘problematic’ and could even encourage youngsters to launch sex attacks.
A spokesperson for the group told the Manchester Evening News : "Many people tell us they are tired of lazy slogans on children’s clothing which often perpetuate very stereotyped ideas about what it means to be a boy or girl.
"Boys can indeed be noisy, dirty, and mischievous but equally, so can girls.
"Boys can also be sensitive, caring, and creative and it would be great to see the children’s clothing industry trying to reflect that there are many different sides to all children."
An Asda spokesperson said: “Our aim is to make clothes people love, never to offend.”