An advert for a kids' t-shirt with Kate Moss's famous 'nothing tastes as good as skinny feels' slogan has been banned.
The top had been sold online by US based retailer Zazzle, and modelled by a young girl. Shockingly, a toddler version was also available.
The Advertising Standards Agency pulled the plug on the ad for the £11.20 shirt, saying it was irresponsible and would encourage kids to think being underweight was 'desirable'. They also said the wording could cause youngsters to to 'develop an unhealthy relationship with food'.
In a statement, they said: 'Because we considered the ad could condone or encourage an unsafe practice or result in physical, mental or moral harm to children, we concluded that it was irresponsible.'
We recently reported how girls as young as five were being treated in hospital for anorexia.
The retailer has said it now ensures the slogan does not appear on children's clothing.
If you're in the market for more appropriate slogan wear for kids, have a look at our round-up of fun styles.
Were the ASA right to pull this ad?