A high street chain has been criticised for boasting about selling "size zero" clothing.

Customers and an eating disorder specialist have complained that Asda's George range is advertising that it stocks UK size four products - the equivalent of an American size zero.

George in Queens Road, Brighton, displays signs on rails stating that items are "now available in a size four".

George clothes are also sold in Brighton at the Asda superstore in Crowhurst Road and at Brighton Marina.

Readers have contacted The Argus to complain the store appeared to be putting pressure on young women to feel they had to slim down.

Roberta Morris, facilitator for an eating disorder self-help group in Brighton, said: "We are all very aware some people have got very petite physiques and that Size Zero is relevant to them. The psychology behind the advertising isn't aimed at them. It is aimed at getting people to feel good about themselves the smaller they are.

"With people with eating disorders, their goal is to be as small as possible.

"Our society is such that this size is presented as the ideal."

George shopper Alan Grinyer, of Brading Road, Brighton, said a former partner suffered from anorexia. The 53-year-old, who works supporting children in care, said: "It is a real issue for me. I know how dangerous it can be. I think there is pressure on young women. I have three daughters.

"My partner got down to about 6st. She was about 5ft 9in.

"My concern is more girls are going to be pressured into going down that route."

Sally Bayley, 33, from Whitehawk, said: "My niece is seven and she's being told at school she's fat."

Amanda Swarbick, 42, from Hove, spotted the signs on a recent visit to George. She said: "I thought it was a bit off. I didn't think it was a good idea."

A George spokeswoman said the size four items were part of the G21 collection, which recently merged with the teen range.

Size four has been available for six months and represents three per cent of the collection. Previously it was marketed for 11 to 12-year-olds.

She said: "As a family retailer we will not use size four models to promote George clothing. We feel that stick-thin models promote a negative body image for every day women.

"It is for this reason that we use Coleen McCloughlin, footballer Wayne Rooney's partner to promote George.

"G21 is designed for 12-year-olds and upwards. It is very clear when looking at the clothes that they have been designed specifically with appeal to teenagers.

"All our other ranges go from size eight to 24."

Do you think Asda is putting pressure on young women? Or is it just reflecting the current trend in British fashion? Leave your comments below.