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A group of angry mums have accused Asda of "promoting paedophilia" by selling t-shirts featuring naked trolls.
The images of the trolls are featured alongside a message of “free love” targeted at children.
It has six trolls on the shirts with the message in full reading: “Everybody is free to love”.
It comes after ASDA were accused of "promoting peadophilia" when it backed learning packs that included the message “love has no age limit”.
The partnership sparked a furious backlash with campaign groups warning the message could be interpreted as the promotion of underage sex.
The new trolls t-shirt design has attracted similar criticism, with some mums angrily hitting out at the supermarket via social media.
Some have interpreted the presentation of the trolls with different coloured hair as a variation on the LGBTQ+ flag design.
A mum named on Twitter as Kiki Marriott hit out at the design, tweeting: “First the love has no age packs they were selling in children’s activity packs, and now this.”
She used her twitter platform to call for a boycott on Asda.
One outraged shopper concurred with Kiki’s tweet, commenting: "Thank you so much, Kiki, for getting this story out.
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"I boycotted Asda after their 'Love Has No Age Limits' horror, will NEVER shop there again."
Another mother named Sky Emma Rodriguez from St Austell, Cornwall, also expressed concern over the design – suggesting the LGBTQ+ flag had been appropriated.
She tweeted: “Saw this in Asda seems inappropriate considering what’s going on with child trafficking.
“The LGBT flag naked trolls doesn’t sit right with me.”
Sky told the MailOnline: "I was just shocked – I saw it, walked past and then I was like 'no' and I went back and thought, 'I can't believe that', – that's when I took a photo.
"I've been following sex trafficking stuff online and it does make you more aware, but I think the T-shirt was just blatantly obvious and totally inappropriate.
"I think it's giving the wrong message to our children – it normalises not having boundaries and you don't want them thinking that it's okay."
She continued: "I shared it on Facebook because I felt that people should know – it's raising awareness and I want everybody to make a stand.
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"I think if you see something that's not right like that you've got to do something – it's safeguarding children at the end of the day."
An Asda spokesperson told Daily Star Online: "Our rainbow Trolls T-shirts feature fun slogans and these products are proving very popular with customers.
"The T-shirts are part of our wider Pride range which celebrates LGBTQ+ culture and as an inclusive organisation that welcomes customers and colleagues from all backgrounds, we are proud to support Pride."
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