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'Daddy's Little F*** Toy': Amazon Pulls 'Inappropriate' Children's Clothing

Major retailers Zara and Amazon have been forced to pull both clothing and ads after they were deemed 'inappropriate' by shoppers online.

A baby onesie with the words "Daddy's little f*** toy" written on the front has been removed from Amazon's US site after the internet giant copped backlash from online shoppers.

"The product in question is no longer available,' an Amazon spokesperson told Metro.

"All marketplace sellers must follow our selling guidelines, and those who don’t will be subject to action including potential removal of their account," they added.

Another onesie, reportedly from the same marketplace seller, was emblazoned with the phrase "I just look illegal" but has also since been taken down.

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Two baby onesies were removed from Amazon after complaints. Image: Amazon.

The garment was apparently a reference to current US immigration laws rather than anything sexual while the other displaying the explicit message was intended to be "funny."

Professor Marci Hamilton, the CEO of child protection body Child USA  accused the e-retailer of selling clothes that "normalised" child sexual abuse.

"It is outrageous that baby clothing with this language appears anywhere on the web let alone Amazon,' she told The Sun.

It is the first time we have seen such wording aimed at paedophiles on clothing for babies.

She said she feared the clothing would encourage predatory behaviour and called for better controls over products for children generally.

Zara in hot water for suggestive ads

Global apparel brand Zara has also landed in hot water -- with ads for its latest kidswear collection branded as "inappropriate" and "suggestive" by parents online.

The photos were shared by the Spanish-born brand on Instagram earlier this week and show a young girl standing on rocks by the beach wearing a short dress. The wind is blowing the hem of the dress to expose the girl's upper thigh.

Another image from the campaign shot by photographer Fabien Baron sees the same girl reclining on a bed.

An image from Zara's new kidswear campaign which was later removed from Instagram. Image: Zara.

Following a flood of negative comments, the clothing giant has removed the images according to The Sun.

Many mothers were so outraged that they took to popular parenting forum Mumsnet to voice their concerns.

"Personally, I don't like it. I think the poses and whole thing is inappropriate for a young girl," wrote one.

"I don’t like it either. Makes me feel uncomfortable," said another.

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Several online comments called this image from Zara's kidswear campaign "sexualised." Image: Mumsnet.

"Don't like it. Especially the last photo where she sort of has her dress pulled up between her legs," added another.

"The girl is definitely posed in the same way an adult model would be," was another's view.

One Mumsnet member claimed that she'd reported the images to Instagram but was told that they were "fine" and adhered to their community guidelines.

"[I] 100 percent understanding [sic] how Instagram leads itself to exploiting children when they allow this to remain," they added.

Zara has yet to comment according to The Sun.

Feature image: Zara, Amazon.