A clothes shop for girls in Bluewater has sparked controversy by displaying a sign reading 'Send me nudes x'.

Campaigners demanding the removal of the pink neon sign mounted on the wall at the back of the Missguided store have claimed it promotes a negative and damaging culture for young girls.

Nearly 9,000 people signed a petition for Missguided to remove the sign and to "respect girls".

The campaign was created by Rachel Gardner who set up the petition after her friend sent her a picture of the sign, according to her social media.

The petition reads: "Teenage girls feel under increasing pressure to create and send nude pictures of themselves.

"NSPCC report says teenage girls are most adversely affected by the sexting culture. Once online, these nude images can be seen and used by anyone, making girls and vulnerable young women the victims of bullying, revenge porn and exploitation.

"Many of these nude images can even make their way to child abuse websites. It is illegal in the UK for nude images of under 18s to be created, sent and shared. 'Send me Nudes' legitimises the culture of sexual coercion that teenage girls and young women experience daily.

"In posting 'Send me nudes' in their store, Missguided are promoting a negative and damaging culture.

"Instead, they should be empowering young women to value their intrinsic value and express their uniqueness through the art of fashion. So we are calling on Misguided to respect girls and take down their sign."

Speaking on Twitter, lifestyle blogger Alison Perry said: "Gobsmaked Missguided that you think this is appropriate for young customers."

 

A spokesman for Bluewater confirmed the sign has now been removed. 

An NSPCC spokesperson said: “Sharing nude selfies can put young people at risk of bullying by peers or being targeted by adult sex offenders, so it's vital that parents talk to their children and that young people feel empowered to say no to sexting requests.

“We realise that talking about sexting can be an embarrassing or awkward conversation for both parents and children.

"The NSPCC has created a guide for parents to help them talk to their children about the risks of sexting, what the law says, and what to do if their child has shared a nude image that is being circulated online or among their peers. Visit nspcc.org.uk/sexting for advice on protecting children.”

Misguided have been contacted for further comment.