Sainsbury's has apologised and axed a clothing advert, after customers reacted furiously with many concerned over women's safety.
Shoppers at the store were left shocked and concerned about the message printed out and the way it read, due to the layout.
The supermarket giant has now pulled the controversial clothing advert, and apologised for the campaign after it showed a woman wearing a £24 wrap dress with a slogan reading: "For walks in the park or strolls after dark".
The retailer has now said that an error like this 'won't happen again'. Sainsbury's also confirmed that it is working to remove the posters from all stores.
A Sainsbury's spokesperson said: "We're sorry that due to the design, some customers found this sign to be inappropriate and are working to remove these from the store. We'll work hard with our agency partner to ensure this doesn't happen again."
When the billboard first came out, it prompted angry social media replies, with a number of people questioning the layout of the wording.
Many people took to Twitter to share their concerns about the message.
One person wrote: "Obviously bizarre messaging and additionally the way they’ve laid it out, presumably I’m not the only one that first read it as ‘for walks and strolls in the park after dark’ which made it even weirder."
While another said: "Exactly how I read it too - didn’t even occur to me that it could be any other way until I read some of the replies."
While a third chimed in writing: "I saw this shockingly, badly thought-out advert through a friend's Instagram.
"In light of recent events and protests around women's safety this advert is tone deaf and a very bizarre way of saying you do not employ enough women in advertising."
And a fourth put: "I read this even worse - for walks or strolls in the park after dark. WALK IN THE PARK AFTER DARK? Said no woman ever."
Another said: "Yeah no not happening. Ive skipped my last train home and made my husband pick me up cos Trainline had me walking a mile in the dark on my todd from one station to another. Let alone strolling in a park in the dark!!"
And one person explained: "There are a lot of well documented studies, reports and research that has been done around the safety of women. If you feel like they do not represent your lived experience, then you are lucky.
"Please do not use this JOKE TWEET and the comments under it as a way to dismiss or diminish how people feel. This is not some thinly veiled attempt to push a fear-mongering agenda or make anyone feel scared unnecessarily."
