'imperfections' ad features freckles

Photo: @CityVegan sparked controversy after posting ads about "imperfections" in London. 

In one of the ads, a red-headed woman with freckles is featured with the statement, "If you don't like your imperfections, someone else will." 

Another ad features a man with two different colored eyes with the same statement. is planning to remove the posters. They released the following statement: "We have taken note of the response about our advert concerning freckles. Following this feedback, we are in discussions with our relevant partners about removing these posters as soon as possible.

We believe freckles are beautiful. The intention of our ‘Love Your Imperfections’ campaign is to focus on the quirks and idiosyncrasies that people wrongly perceive to be imperfections – this can include freckles, a feature that is sometimes seen as an imperfection by people who have them. We’re sorry if this ad has been interpreted in a different way and we apologise for any offence caused, this was not our intention.

Our overall campaign is all about celebrating perceived imperfections, from having freckles to being chubby, messy or clumsy, which we believe to be charming. The adverts are designed to encourage everyone to be proud of their individuality, as the features that make us unique are often the ones that make us most attractive."