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The tea company Twinings has responded after it was featured in a Poundland campaign that includes an ‘overtly sexual’ elf.

Poundland was criticised online for its Twitter and Facebook adverts which show an Elf on a Shelf in suggestive situations.

One of the posts showed the elf holding a Twinings teabag over the face of another doll, with a box of the tea brand in the background.

A spokesperson for Twinings said: “We are aware of an image that is circulating that misuses our product.

“This is to confirm that we had no involvement in this and that it is obviously not reflective of our brand values.”

Poundland has since responded by reposting the same image but without the Twinings box in the background with the caption “spot the difference.”

Mark Pym, marketing director for Poundland, 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.

“Our cheeky Elf Behaving Badly range will guarantee hours of fun.”

The campaign, which also features on Facebook, has drawn both praise and criticism.