Supermarket Plants 'Family Shield' To Block Photo of Elton John Baby

It is a family photo of two obviously delighted parents and their sleeping newborn son, full of typically cheesy smiles.

But a U.S. supermarket has deemed a magazine cover showing Elton John, his husband and baby Zachary offensive, covering it with a 'family shield' to protect children - the same shield used to cover pornography.

The move has sparked outrage amongst civil rights groups, with representatives from GLAAD (Gay & Lesbian Alliance Against Defamation) investigating.

Protective shield: Elton John and his newborn son were deemed too offensive for young shoppers at a grocery store in Arkansas, U.S.

The Harps grocery store in Mountain Home, Arkansas even wrapped last week's edition of Us magazine in a protective plastic shield to stop inquisitive youngsters flicking through to learn about the birth.

Proud fathers: But photos of Elton John and partner David Furnish 'offended' shoppers in the U.S.

Only the very top of the magazine was visible, with the cover reading: 'Family shield. To protect young Harps shoppers.'

Local resident Jennifer Huddleston took a photo of the shield and posted it on Plixi. 

'This was taken at my local grocery store,' she wrote. 'I was shocked and horrified. 

'They are saying they need to keep children from seeing it, because it is a gay family.'

The picture immediately sparked controversy across the blogosphere.

But a company spokesperson defended the shield, saying Harps bosses reacted in response to 'several' customer complaints at that particular store.

He insisted the move was 'in no way our opinion on this issue', adding, 'we do not have an opinion on this issue.'

But others were quick to complain about the shield, with many urging a boycott of the chain.

Even international news outlets carried the story.

Canadian newspaper the Globe and Mail wrote: 'Heaven forbid your seven-year-old, while waiting in line with you at the grocery store checkout, be exposed to the gays.'

And British paper the Sun wrote: 'Either Elton's baby is in some way offensive or there's some serious homophobia going on here.'

 http://www.dailymail.co.uk