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David Cameron has said he is "delighted" that clothing chain Primark has withdrawn from sale a range of padded bikini tops for girls as young as seven.
The retailer took action and apologised to customers for "causing offence" after The Sun newspaper carried a front page story critical of the product.
The Conservative leader said it was "disgraceful" but later welcomed the decision to withdraw the sale of the product to children.
"I'm delighted that they've taken the decision to withdraw this product because we do need a more responsible society and that means government not just playing its role but as I said at the launch of our manifesto all of us recognising we're in this together, business included," he told reporters.
Speaking on BBC London Radio earlier this morning, Cameron voiced his outrage, describing it as "completely disgraceful" and called for the other companies to share his anger about the sexualisation of children.
"Parents want to protect their children from the early commercialisation and sexualisation that can take place in our society and business have got to think of their responsibilities," he said.
Speaking on the campaign trail, prime minister Gordon Brown said that were something wrong with companies that pushed children "into acting like little grown-ups when they should be enjoying being children".
Liberal Democrat spokeswomen for equality Lynne Featherstone also welcomed the move by Primark, adding: "How on earth could they have thought this was a good idea in the first place?"
In February, Cameron said the "excessive commercialisation and sexualisation" of children would be halted under a Conservative government.
Outlining a set of measures, including a website for parents to share concerns over sexually inappropriate products, the Conservative leader said that youngsters were under pressure to grow up too quickly
Primark has apologised to customers and pledged to donate profits from the product line to a children's charity.
Dods Parliamentary Communications Ltd
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