Liverpool's kit supplier, Warrior Sports, has fallen foul of the club's new guidelines on unacceptable language by telling customers to "man up" on its website.
"Man up" is one of several phrases the Anfield club deems unacceptable on a list issued to members of staff as part of a wider education programme aimed at combating discrimination. Others in the section on gender include "queen", "princess", "play like a girl" and "don't be a woman".
The club's official sportswear supplier, however, requests that people "Man Up, Sign Up" to receive its product updates by email.
Eagle-eyed readers have also highlighted that the Liverpool manager Brendan Rodgers told the Anfield Wrap about his players: "If you get little niggles or little injuries, you've got to man up," when his squad was stretched before the January transfer window.