A catalogue for children's clothes has been criticised by the advertising watchdog for using pictures of children in sexually suggestive poses.
One photo in the No Added Sugar catalogue showed a young girl on all fours on a chest of drawers.
The Advertising Standards Authority (ASA) said three photos broke rules on responsibility, decency and children.
No Added Sugar said it did not see any sexual references and found the suggestion "shocking and upsetting".
The first picture, of the girl on the chest drawers, was likely to cause serious or widespread offence because she could be seen as being sexually provocative, the ASA found.
A caption next to the picture said: "A gentleman should never keep a lady waiting, and a true lady should act like one."
A second photo showed a young girl lying on the back seat of a car.
"We concluded that the image could be seen to be sexualising the child and the image was therefore irresponsible and likely to cause serious or widespread offence," the ASA said.
A third picture, of a young boy wearing low-slung jeans and pushing a car, was similarly ruled as irresponsible because it could be seen as sexualising him.
The ASA ordered the firm not to use the three images or anything similar to them again.
No Added Sugar said it had received only six complaints after 14,000 copies of its winter catalogue were sent out.