JD Sports and the Scottish FA have issued apologies following accusations that a sexist photograph was used to advertise the Scottish football kit.
The picture in question was of a young blonde woman posing suggestively while wearing the female team shirt with ripped jeans. By contrast, the male version of the shirt was modelled by a man wearing the shirt with the team shorts in a traditional standing pose. Similarly, the children's version of the shirt was also advertised by a boy using a traditional standing pose.
Dad-of-two, Simon Kemp, complained about the discrepancy to the Scottish FA and JD Sports on Twitter, after shopping for shirts for his son and daughter ahead of the Women's World Cup this summer.
JD sports took down the advert at the request of the Scottish FA. Credit: JD Sports
He said: "Looking forward to taking my kids to the Women's World Cup and thought I would buy new shirts for us all.
"So please explain why the official seller @JDSports has presented the boys and men as athletes, yet the female model is more 'traditional' #everydaysexism."
He added: "And by the way, my daughter plays football too, as do thousands of girls. What kind of example does this set for them?"
He also raised the point that the kits are sold for men, women and 'boys', rather than 'children'.
Following the tweet, the Scottish FA asked JD Sports to take down the advert and they duly did.
JD Sports removed the 'sexist' image. Credit: JD Sports
A spokesman for the The Scottish FA said: "We apologise for any offence that this image caused. As soon as this was brought to our attention we contacted JD Sports to request its removal, which JD Sports immediately acted upon.
"At the Scottish FA, we are absolutely committed to further strengthening equality and diversity in Scottish football and promoting the girls' and women's game across the nation."
JD Sports also apologised for the offence caused, but highlighted the fact that the female football kit had also been advertised using a more traditional model and pose.
A spokesman said: "We occasionally test alternative product styles online to appeal to the full range of customers who visit our site, from those interested in high fashion and athleisure, to sportspeople and football fans looking for kits and training equipment.
"While the principle images used for this product online were modelled in the traditional sportswear style, an alternative fashion-led image was tested for a short time. Following comments from one customer and discussions with the Scottish FA, this image has been removed.
"The product is now only displayed on our sales channels in the traditional style, and our photography guidelines have been reviewed to ensure this doesn't happen again.
"We remain committed to promoting and supporting the Scotland Women's teams in the build-up to the FIFA Women's World Cup this summer, and apologise for any upset this has caused."
The kit is now only being advertised by models using traditional sporting poses. Credit: JD Sports
Not everyone on Twitter responded favourably to Mr Kemp's tweet though.
One person said: "Grow a set mate, you're starting to sound like vegans, they get offended with everything as well."
Another added: "It's snowflakes like you that are turning the world insane. The model obviously had no issues. You are denying her right to pose as she wants. Reinstate the image in the name of morality."
And a third simply added: "World's gone mad."
Featured Image Credit: JD Sports