Missguided’s sign, attempting a pun on nude lipsticks, read: ‘Send me nudes x’.

Rachel Gardner, president of Girls’ Brigade England and Wales, created an online petition which read: “It is illegal in the UK for nude images of under 18s to be created, sent and shared…In posting ‘Send me nudes’ in their store, Missguided are promoting a negative and damaging culture.”

 The petition gained more than 9,000 signatures in 24 hours and Missguided responded by removing the sign.

Writing on the Premier Christianity blog, Dr Claire Rush said the support on social media was a “fantastic example of how Christians can mobilise others in the fight against injustice.”