U.K. adult retailer Ann Summers has apologized for offending a shopper with a storefront window display, London’s Daily Mail reports, but it did not say it would remove sale sign.

Kevin Gooch, who was shocked by the image when went shopping with his young son (hopefully not at Ann Summers) said in a letter to the Harrow Times, “I was surprised and somewhat shocked to see Ann Summers displaying a pair of open lips with a five foot erect penis just about to enter into them.

‘I feel this sends out a very strong message. I do not want my young children to be subjected to this kind of subliminal messaging when going shopping.”

Kevin, there’s nothing subliminal about that message.

Harrow council’s deputy leader Susan Hall wrote to the store: “. . . The lips image is an obviously suggestive one, and not even Mary Poppins would think it doesn’t refer to a sex act.”

An Ann Summers spokeswoman said the sale signs had been used for the past three and a half years.

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