Campaigners have slammed retailer Shoe Zone for its "offensive and regressive gender stereotyping" in its online fitting guide and across its website.
The boys' fitting guide shows three young boys playing on some grass while the girls' guide pictures the feet of a little girl in some adult high heels.
It says how boys typically like "playing football, climbing trees and getting up to mischief" so "it's important he has the right pair of shoes for his adventures".
For the girls there's no mention of adventure and mischief - just that it can be "difficult" to find the right shoes when "your little girl is growing up".
Let Clothes Be Clothes, a campaign to end gender stereotyping in the design and marketing of childrenswear, highlighted the issue on social media, describing it as "completely unnecessary".
It says stereotypes exist throughout the website, giving the impression that "for young girls the choice represents a challenge for the style conscious ‘princess’, whereas boys’ shoes need to be durable".
The section on choosing shoes for older girls and teenagers states: "Girls love shoes. It’s a fact. Older girls and teenagers are especially in touch with what’s hot and what’s not when it comes to footwear.
"Whether it’s ankle boots or brogues, ballet shoes or trainers that she’s into right now, it’s all about the passion for fashion!"
Francesca Cambridge Mallen PHD(c), of Let Clothes Be Clothes, has made a formal complaint about the issue to the Advertising Standards Authority (ASA).
She told the Manchester Evening News' Manchester Family : "As a mum, guess what - I want my shoes, and my kids’ shoes, to do more than just look a certain way.
"I want comfort, practical shoes and I find the teen girls as fashionistas appearance obsessed stereotype both deeply offensive and indicative of harmful, and regressive stereotyping aimed at children and young people.
"I would therefore like the ASA to investigate this as a formal complaint against Shoe Zone on the basis that such advertising of their products - based on style and type of shoe, not just as a sizing guide - represents both harmful and offensive gender stereotyping."
Dozens of people responded to her tweet about the issue, sharing her dismay.
"This might be the most overt stereotyping I've seen with shoes," said one. "This is ridiculously old-fashioned and sexist advertising," said another.
A third added: "This is awful - girls play football, climb trees and get up to mischief too!! Why are boys seen to be adventuring but girls being 'fashionable?' makes me sick."
A spokesperson for the ASA confirmed a complaint has been received, adding: "We’re currently assessing this complaint to determine whether there are grounds for investigation."
The Mirror contacted Shoe Zone for comment.
