Supermarket giant Sainsbury's has been slammed for covering up a gay magazine while showing off a copy of FHM with a woman in a bikini right next to it.
A stunned shopper at a branch of the chain took this photo after spotting how the homosexual lifestyle magazine Attitude had been covered by a modesty board, while a magazine featuring a sexualised image of a woman was plainly on show.
Amazingly the Attitude magazine in question was an edition entitled Pride Heroes and features a number of men and women on the cover - all fully clothed.
Shopper Jon Rowles was in a Sainsbury's Local in Mid City Place, Holborn, London, when he saw the two magazines next to each other - one covered up and the other in full sight.
He told Pink News: "What struck me was how it made the publication look seedy and somehow shameful, like I had walked into a timewarp and gone back to the early 1990s.
"Having just been to a friend's gay wedding at the weekend at Kenwood House, made it even more raw as we had been discussing with fellow guests how attitudes had changed.”
Sainsbury's was soon swarmed with complaints from social network users on Twitter and was forced to respond.
The group said: “We use modesty covers for a range of publications – including Loaded, Zoo, Nuts, Bizarre, Front & Attitude… We do regularly review the titles covered and we’ll log your feedback.”
When quizzed by Pink News about the incident, Sainsbury's said FHM had been placed on a lower shelf by mistake and that they had previously contacted the distributor of Attitude with a view to removing the modesty cover.
A spokesman said: "The distributor agreed that whilst the cover of this magazine is now generally suitable for display, there could be future issues where it may not be.
“This is something we regularly review along with taking guidance from the Professional Publishers Association.”