Primark bans padded bikini tops for girls after protests

Primark acted after calls for a boycott of its stores by an organisation which helps child victims of abuse and following criticism from Conservative leader David Cameron.

A spokesman said: "Primark has taken note of the concern regarding certain bikini tops for girls, a product line that sells in relatively small quantities.

"The company has stopped the sale of this product line with immediate effect. Primark will donate all the profits made from this product line to a children's charity, and apologises to customers for any offence caused."

Child protection consultant Shy Keenan, of The Phoenix Chief Advocates, which called for the boycott, welcomed the chain's decision. "Primark have made a mistake here but at least they have listened to their customers and taken real steps to put it right. We could not have asked for a better outcome," she said.

Mr Cameron, who branded the bikini tops "disgraceful" in an interview with BBC London Radio earlier, said he was "delighted" they had been withdrawn.

Lynne Featherstone, the Lib Dem equality spokeswoman, said: "Primark's decision is welcome but how on earth could they have thought that this was a good idea in the first place?"

Justine Roberts, founder of the parents' online forum Mumsnet, said the withdrawal was "fantastic" news. She said: "I'm pleased they have taken it off the shelves. It's a shame it was ever put on the shelves in the first place."

• Sales slip-ups which left major high street retailers embarrassed and apologetic

Mumsnet recently launched a Let Girls Be Girls campaign to let retailers know that parents do not want their children offered products which "prematurely sexualise" them. Brands which have signed up include Asda, Boden and Start-rite shoes.

"We have not heard back from Primark yet," she added. "We hope Primark will join the list."

Ms Roberts said several other large chains are expected to join the campaign and only WHSmith, Next and Fat Face have refused so far. Ms Roberts said: "It's very clear that parents just don't want to see this stuff on shelves."

Prime Minister Gordon Brown backed the Mumsnet campaign, saying: "All of us as parents can recognise there's something wrong when companies are pushing our kids into acting like little grown-ups when they should be enjoying being children."

Primark, which has 138 UK stores, says on its website: "Every girl wants to look her best and at Primark we make no exception for the younger ladies. All the high fashion trends can be found in our girlswear section, no matter what age you are."

Following the decision, Ms Keenan added: "We can't stop paedophilia altogether, but we shouldn't be doing anything to help it, either.

"Some of these commonsense decisions are just so easy to make – like don't dress children up like grown-up sexy sluts."