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Cosmetics giant Lush has been slammed over a bizarre new campaign which accuses police officers of being “paid to lie”.

The high street chain, popular for luxurious soaps and bath products, launched the campaign yesterday in a bid to raise awareness of undercover police spying.

The store said it is aiming to expose “intrusive, abusive, political” policing – including officers who have allegedly been secretly investigating activists in the UK.

Shops have been adorned with fake police tape along with slogans such as “police have crossed the line” and “police spies out of lives”.

The campaign, launched in partnership with two activist groups, references a public inquiry into undercover policing in the UK which was launched three years ago.

Lush is calling on its customers to sign an online petition, wear a badge and pass on the message about so-called ‘spycops’.

But police officers across the country have reacted with outrage, with scores vowing to boycott the store over what they believe is an “anti-police” campaign.

Che Donald, vice-chairman of the Police Federation of England and Wales, said he would never use Lush products again.

He tweeted: "This is very poorly thought out campaign @LushLtd & damaging to the overwhelmingly large majority of police who have nothing to do with this undercover enquiry.

"I will now clear my house of any of your products and my family and friends will never use them again."

Calum Macleod, Chair of the Police Federation, added: “The Lush advertising campaign is offensive, disgusting and an insult to the hard work, professionalism and dedication of police officers throughout the UK.

“I cannot believe that someone, somewhere, actually thought this campaign was a good idea. All it serves to do is to criticise police officers and encourage an anti-police sentiment. Police officers already face enough abuse from those who break the law and are a menace to society, without the need for a cosmetic company to start putting the boot in too."

The Director General of the National Crime Agency Lynne Owens also said: "Undercover policing is a highly specialised & regulated tactic undertaken by brave officers to protect the public from the most serious offenders.

“I’d encourage @LushLtd to visit @NCA_UK to receive a contemporary briefing."

Former police officer Peter Kirkham wrote: "Your anti police advertising campaign is an utter disgrace.

"It stereotypes ALL police officers as corrupt & includes some fundamental misrepresentations of the facts. I trust that you will never again seek police assistance if you are the victims of crime."

Some Twitter users started a #FlushLush hashtag as the backlash to the campaign escalated on Friday morning.

The campaign, which is set to run until June 18, was launched with an article on the firm’s website. It told the story of how one female activist was in a five-year relationship with a man who suddenly disappeared before she found out he was an undercover police officer.

Defending the campaign, Lush said on Twitter: "These posters are part of the campaign we're supporting which looks at the ongoing undercover policing scandal, in which some police officers are infiltrating the homes and lives of non-criminals, and the aftermath of these actions!

"We understand that there are many people, including police personnel, who support what these campaigns stand for, we just want to help spread the message."

The Standard has contacted Lush for further comment.