Shoppers have branded high-street store H&M “racist” over a controversial advert of a children’s slogan top.

Twitter users picked up on the “offensive” advert on the retailer’s website and shared it online. The advert showed a young boy wearing a green sweatshirt with the words: “Coolest monkey in the jungle.”

Many referenced the fact that “monkey” is often used as a racial slur, with one person writing “for black people, the term is loaded”.

People have threatened to boycott the high-street store. H&M has since taken down the advert and apologised.

One Twitter user questioned the race of the child model wearing the jumper, arguing that “with other sweaters in same category, they have white kids.”
In the year 2018 there’s no way brands/art directors can be this negligent and lack awareness. If look at other sweaters in same category they have white kids. We have to do better. pic.twitter.com/Av4bS4t6yn

January 8, 2018
Other Twitter users expressed their anger online, calling the advert “inappropriate” and “disgusting”.
.@hm this is inappropriate, offensive, and racist. Why is the white kid “a jungle survivor” and the black kid the “coolest monkey in the jungle”? How do you think this is okay? REMOVE this and the clothing piece. This is completely distasteful! #racist #hm https://t.co/uati7eI0Io pic.twitter.com/WSF9Wiksio — Selene Arianela (@ArianelaSelene) January 8, 2018
In response to the criticism, a H&M spokesperson told HuffPost UK: “This image has now been removed from all H&M channels and we apologise to anyone this may have offended.”