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Poundland has sparked a backlash after posting bizarre sexual images featuring an elf in its Christmas campaign.

The Advertising Standards Authority has received a number of complaints about the Christmas-themed posts which show the festive helper in a series of vulgar situations.

The budget retailer has been sharing pictures of the naughty elf on Twitter and Facebook, with one showing it dangling a tea bag over a female doll asking: “How do you like your tea? One lump or two?"

Others show the elf playing cards with naked dolls and drawing a suggestive-looking Christmas tree.

In another, which has the caption "Don't tell Rudolph I've found a new piece of ass”, the elf is riding a cuddly toy donkey.

Shoppers have accused Poundland’s campaign of being in poor taste while others have been left baffled, speculating that the account must have been hacked.

The company has hit back, saying it was “proud” of its work and adding that the positive response had been “overwhelming” and "only cost £25".

Writer Caroline Criado Perez accused Poundland of insulting this year’s #metoo movement, which came in the light of scores sexual misconduct revelations against dozens of men.

She said: “The t shirt she’s wearing positions this as a middle finger up at the #metoo movement.

“Baffled that @Poundland or in fact anyone with human empathy would do this.”

Women's Aid wrote: "How do you take your social media posts? One lump of outdated misogyny completely ignoring the current international agenda, or two?"

Matthew Champion‏ said: “I see that some tweets Poundland scheduled in the 1970s have just gone live.”

Another Twitter user added: “Merry Christmas to everyone except poundland’s marketing team.”

Meanwhile Twinings, whose tea is featured in one of the posts, has also weighed in, accusing Poundland of "misusing" its product.

It said in a statement: "We are aware of an image that is circulating that misuses our product.

"We had no involvement in this and it is obviously not reflective of our brand values."

Hannah Thompson tweeted: "Poundland's social media strategy is quite frankly, baffling."

While Mark Howsham said: "Has @Poundland been hacked... their recent adverts on here have been in rather poor taste..."

Some have defended the campaign, including comedian Jason Manford, who said: "It’s pretty good marketing! I’m thinking of popping in on the way home!"

Others have described the campaign as "hilarious" and said they "loved" the posts.

The Advertising Standards Authority said: "I can confirm we have received eight complaints so far about a series of Poundland tweets that feature an Elf.

"The general nature of the complaints is that the tweets are offensive and unsuitable to be seen by children.

"We will carefully assess the complaints to establish whether there are grounds to investigate."

Poundland's marketing director Mark Pym said: "If you think this is edgy, you should see the ones we didn’t post. The love on Facebook is overwhelming - that’s because it connects with our shoppers.

“In fact, we’re proud of a campaign that’s only cost £25.53 and is being touted as the winning marketing campaign this Christmas!”