Boots have been forced to apologise for using a sign that many have deemed as racist.

In one of its stores Boots put up a scale for the type of suncream your skin type should use. Within the sign, the company referred to white skin as 'normal' which has sparked outrage.

People are understandably upset over Boots' assumption that anything other than white skin is 'normal', accusing the company of being insensitive and discriminatory.

I would like an explanation to what constitutes normal skin please @BootsUK boots.Don't worry I'll send a letter to head office today thanks

— (((Dawn Butler MP))) (@DawnButlerBrent) June 26, 2017

The outrage has since forced Boots to give a public apology

Thanks for bringing this to our attention. We can confirm it was an isolated incident in only one Boots store & that 1/3

— Boots Help (@BootsHelp) June 26, 2017

the content featured was not official Boots show material. We've removed the chart immediately from this store 2/3

— Boots Help (@BootsHelp) June 26, 2017

the content featured was not official Boots show material. We've removed the chart immediately from this store 2/3

— Boots Help (@BootsHelp) June 26, 2017

Boots aren't the only company to get in trouble for racially questionable and insensitive advertising. Nivea also came under fire for it's 'white is purity' campaign. Read more here.