Peppa Pig has become the latest children's cartoon after Fireman Sam to be attacked for sexism for using the word "fireman".

The London Fire Brigade took exception to the children’s programme using the “outdated gender stereotype” saying it was hurting efforts to recruit more female firefighters.

However critics pointed out on social media that that particular Peppa Pig episode showed the female characters taking over the firefighting roles and coming to the rescue of the fathers, who had mishandled a barbecue.

Responding to a clip of the episode ‘The Fire Engine’ on Twitter, the fire brigade said: “Come on [Peppa Pig], we’ve not been firemen for 30 years.

“You have a huge influence on kids [and] using out of date stereotypical gender specific wording prevents young girls from becoming firefighters”.