ASOS have come under fire for selling a latex choker that customers deem “offensive” and “insensitive”.

The belt-like accessory, named the “Hanger Latex Flame Choker”, was modelled by a young girl with her eyes closed and her head tilted to the side, a pose which is causing some customers to slam the retailer for “suicidal” and "fetish" imagery.

The product has since been removed from the online retailer’s site in light of the complaints.

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“I do not get offended easily, at all,” wrote one person on Mumsnet.

“I thought this was hideous, but together with the pose and brand name, isn't it vile and insensitive?

“I've tweeted ASOS with no response...am I overreacting?”

The post generated a flurry of comments, mostly from people expressing similar shock at the product and the way it had been promoted on the site.

Some compared the item to a sexual accessory.

“No! If it was in a specialist fetish catalogue maybe but ASOS!!!” wrote one user.

“This is deliberately designed to make her look submissive and sexualised,” added another.

However, the majority of complaints came from customers who deemed the image suicidal, particularly given the model’s pose and the brand’s name.

“That is shocking. Suicide imagery being used to sell a crappy belt?” wrote one user.

“Total fail at an edgy look and I don’t think ASOS is the place for it. Enough suicide material around the internet for the teens as is,” added another.

The Independent has contacted ASOS for comment.

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