Victoria Beckham is taking legal action against a takeaway in North Tyneside, which has made defamatory claims about her.

The takeaway in question is Sidhu Golden Fish and Chips in Battle Hill. The eatery has plastered a caricature image of the former Spice Girl over one of their takeaway vans. And alongside the picture is a pizza image, and the caption “Our new Victoria Beckham thin crust only 2mm thin!”

The display also features a sash across the image of Victoria, which reads ‘Anorexic Fashion Icon’. The image clearly makes reference to the fashion designer, as it states her name along the bottom of the image.

Understandably, the logo has left Victoria and her camp aghast and furious. As a result, they’re set to take legal action against the Fish and Chip shop, for using VB’s image in such a way.

A spokesperson for the designer has spoken out against the chippies choice of advertising, and made clear that they won’t stand for it. In an official statement, they’ve said, “It is highly inappropriate to trivialise such a disorder, and defamatory to be so thoughtless with a person’s reputation in this way. Sadly this is now a legal matter.”

However, the manager of the Newcastle eatery Soni Sidhu has defended the claims. He’s stated in an interview with ITV that his business would never seek to trivialise eating disorders. He’s also claimed that the advertising needs to be taken “in context”.

He said, “As the manager and on the behalf of all our staff and owners I would like to state we recognise how serious eating disorders are, and would never make light the seriousness of people with eating disorders.

“We would like our customers and all people in general to take our advertising in context. We are not a fly by night business trying to make a quick buck. Anorexia and any mental illness are very serious.”

But defending the ad, he also said, “It pushes the boundaries and encourages people to come in and try the pizza. When we drive past we see people in the wing mirrors giving a smile or a wave or a thumbs up.

Marg Oaten, OBE of Seed, an anorexia charity, has also condemned the offensive advert.

Speaking to Harper Bazaar, she said, “This is a step in the wrong direction. The people responsible for this should hang their heads in shame.

“The advert puts people at genuine risk. Those who suffer from eating disorders are constantly battling with their feelings and thoughts. They will see the advert and start comparing themselves to the size of Victoria Beckham.

Discussing what needs to happen next, she also said, “These people need to be brought to account. There should be legislation banning this kind of thing.”

According to The Express, Soni has said that they will take the ad down before Christmas. However, it has already been shown on the van for over three years.

For more information on Seed visit seedeatingdisorders.org.uk. If you are looking for help and support in regards to an eating disorder, you can contact Seed on their helpline: (01482) 718130