The marketing stunt brands Victoria an "anorexic fashion icon", comparing a cartoon of the former Spice Girl to an extra-thin pizza base. It shows a caricature of a skeletal Victoria eating an apple and wearing a sash that reads "Anorexic Fashion Icon".
'Twenty per cent of people who suffer eating disorders die each year. The representative said it was now a legal matter.
"As the manager and on the behalf of all our staff and owners I would like to state we recognize how serious eating disorders are and would never make light the seriousness of people with eating disorders", he continued.
"This advertisement is completely inappropriate; it trivialises the struggles people with eating disorder face and compromises the steps that have been taken to increase understanding of eating disorders". Regardless of what the restaurant's intentions were, eating disorders are serious illnesses and poking fun at them, even as a joke, can be extremely harmful.
Before taking down the controversial advert, chippy manager Soni Sidhu insisted he understood the seriousness of anorexia as he has battled his own mental illness.
In a separate statement, he added: "It is reassuring the general public (whom this advert is aimed at) are sensible enough to differentiate between make-believe and real life". Marg Oaten, who has an MBE for services to eating disorders, said: "The people responsible for this should hang their heads in shame".
Victoria Beckham's spokesperson has blasted the "inappropriate" and "thoughtless" advert.
The Chip Shop also apologised to the mum-of-four directly on Twitter, writing: "Hi we would like to appologise if we caused any genuine hurt by using your name on our pizza van.no harm was meant x".
'If, in 2017 Britain, we are asked to take down this advert it will be a sad day for freedom of expression, ' he said, but the owners have since made a decision to take the advert down.