FURNITURE giant Ikea has apologised for a social media blunder after posting photographs of a model in a "wearable quilt" - next to the edge of a cliff.
The Swedish firm said it was sorry for sharing a string of snaps featuring the cliffs at the Seven Sisters Country Park, while promoting the unusual "staycation accessory".
The images, showing a man called Sven wearing the "must-have" garment at Beachy Head, come after a campaign encouraging people to stay away from crumbling cliffs.
Instagram posts, which urged people to "staycation like Sven," were removed from the internet after The Argus got in touch with Ikea to raise concerns.
Ikea told The Argus that it did not mean to "cause offence" with the images - part of a campaign to win the piece of clothing, known as a Faltmal.
An Ikea spokesman said: “We’re sincerely sorry for any concern or upset that the image may have caused.
"It goes without saying that we would never wish to cause offence and took the image down immediately on realising our error.”
Ikea posted an Instagram story this week featuring a model in an unusual green robe standing near the instantly recognisable white cliffs, with the lighthouse visible in the background.
It is understood that the model was not actually made to stand at the edge of the cliff as the image was instead produced with photo editing software
On Instagram, Ikea said: "Our must-have Faltmal is flying off the shelves, but this is your chance to win one."
According to the Ikea website, the Faltmal is a cushion which folds out into a quilt "that keeps your warm and comfy when travelling".
The £25 piece has "genius button fastening", that keeps it from sliding off when "you reach for your coffee".
In the images, a pair of walkers can be seen looking towards Sven, as if admiring his bizarre fashion choices.
The blunder comes amid a campaign to remind walkers of the dangers on the chalk cliffs, with many unseen overhangs and cracks.
In the past year there has been almost 50 cliff falls in East Sussex, as well as 13 incidents of people being stranded on the beach after being cut off by the tide.
Last month, a huge cliff fall at Seaford Head left an enormous mound of rock piled up at the foot of the cliffs.
Karl Taylor, head of operations at East Sussex County Council, recently said: “We want people to come to East Sussex and enjoy its beautiful coastline, but to do so safely and be aware of the dangers that the chalk cliffs and the sea can present.
“Visitors should not underestimate the risks they are taking when they stand on top of the cliffs or at the cliff base, and should remember that it is very easy to be caught out by the incoming tide when walking on the beach.
“Our message to anyone visiting the area is enjoy the amazing views safely by keeping well away from the edge and base of the cliffs, and to be aware of the tide.”
Anyone who sees see someone in danger on a cliff is urged to call 999 immediately and ask for the coastguard.
In June 2017, a Korean student plunged 200ft to her death as she was having her picture taken at the top of the cliffs just east of Cuckmere Haven, not far from Birling Gap.
The 23-year-old had asked fellow visitors to the site to take her picture near the precipice and jumped upwards as she posed, hoping the camera would catch her in mid-air.
But, when she came back down to earth, only one of her feet landed on solid ground with the other going beyond the cliff’s edge.
She lost her balance and stumbled backwards, falling over the edge.
At her inquest, held four months later, coroner Alan Craze recorded her cause of death as misadventure.
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