Poundworld, in King Street, South Shields, is selling frienship bands – a popular craze among teenagers – but packaged and labelled under their slang name 'shag bands'.

Kim Nolan, 27, of Caxton Walk, Biddick Hall, South Shields, say she was left feeling embarrassed when her seven-year-old daughter, Sky, read out the name of the bands in the busy shop.

She said: "I just couldn't believe it. It was so embarrassing when I'd heard what she'd said.

"I am absolutely disgusted that a shop, where many kids go to spend their pocket money, is selling something like this. I made my feelings absolutely clear as well."

Poundworld says the bands are not aimed at children and it is not aware of any legislation governing their sale.

Friendship bands have become increasingly popular in recent years, but the different colours have been adopted to represent different levels of sexual acts.

Mrs Nolan, a mother of three, added: "My seven-year-old came home from school wearing them and because I'd heard about them, I took them straight off her and threw them in the bin.

"It was shocking to me that she knew what all the colours meant. Thankfully the school has now banned them, but I am mortified that the shop is selling them."

Mrs Nolan, who works as a carer, says the shop should have a responsibility to what it sells and how it might influence young children.

She said: "They're not even hidden away. They're in a huge box at the front of the shop, so kids can easily get them whether they're with their friends or parents. It's not right, it isn't an adult shop."

A statement from Poundworld said the bands are not intended for children.

It said: "Poundworld is not marketing this product for children. The product is not within the toy department.

"By the product's name and the image of young adults on the packaging it is clearly aimed at young adults.

"There is no legislation we are aware of which would prevent this product being sold."

A spokeswoman for Kidscape, a charity that protects children against bullying, said: "We don't agree with the sale of these wrist bands.

"Lots of charities use wrist bands for good causes and its such a shame there are now these kinds of bands on the market and that retailers feel the need to stock them."