The Children’s Society has welcomed the decision by Primark to remove a padded bikini range aimed at young girls from its high street stores.

The fashion chain came under fire for the £4 bikini, available for children as young as seven, after critics said it was contributing to the sexualisation of children.

A spokesman for Primark said the company had stopped the sale of the bikini with immediate effect and that profits made from it would be donated to a children’s charity.

Critics included Tory leader David Cameron, who told BBC Radio London that the sale of the bikini line was “completely disgraceful”.

“The sort of country I want is one where it is not just the government that feels outraged about the early commercialisation and sexualisation of our children but companies should stop doing it. They should take some responsibility,” he said.

The decision to drop the line was welcomed by The Children’s Society. Its director of children and young people, Penny Nicholls, said she was glad Primark had responded to public concern over the sale of the bikini.

“We know from our research that commercial pressures towards premature sexualisation and unprincipled advertising are damaging children’s well-being,” she said.

“The evidence shows that adults feel children are more materialistic than in past generations, while children themselves feel under pressure to keep up with the latest trends.

“We need a significant change at the heart of society where adults stand up for better values.”