Jacamo clothing firm apologises after 'gender stereotyping' in Twitter advert

Clothing brand Jacamo has apologised after being accused of gender stereotyping in a Twitter advert.

The ad, which shows a model next to a "real man", is part of the firm's #RealManRunway to find a normal person to become the new face of the company.

The caption reads: "Real men have balls, not man bags ⚽️."

Some people on social media said, at best, it was in poor taste and, at worst, it could be seen as homophobic or even transphobic.

Jacamo has said sorry for any offence that it may have caused and says it was about finding regular men to advertise their clothes.

Ed Watson from the firm said: "Our social tweets were supposed to be a fun way of illustrating that there is more than one type of man something that the Real Man Runway competition is trying to do.

"We are mortified that this caused any offence and of course apologise."

The advert first ran on Twitter last Tuesday.

Twitter user Shawn Brown said the advert had homophobic undertones.

Georgie Aldous thinks it's homophobic.

Liam Hackett thinks it's wrong on so many different levels.

But not everyone's against the advert. These people on Twitter don't have a problem with it.

Judge Jackkk says it's quite clear what the advert means.

James Haydn, who says he's gay, says it doesn't mention homosexual men at all.

Michael Curtis says people who find it offensive need a cuddle.

This isn't the only advert the firm has posted around its #RealManRunway campaign.

This one says Real men eat sandwiches.

This one say Real men don't wear sunglasses inside.

The firm also uses former England cricket player Andrew Flintoff as a brand ambassador.

Jacamo is owned by JD Williams and has outlets across the country.

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