A British department store was forced to change the way it prices underwear Friday after almost 13,000 people signed an online protest against its policy of charging customers more for oversized bras.
The campaign on Facebook was started by Beckie Williams, 26, who wears a 30G bra, after Marks and Spencer failed to respond to her complaints about the two-pound (2.2-euro, 3.0-dollar) extra charge on bras bigger than a DD cup.
The group, Busts 4 Justice, condemned the policy as "criminally unfair" and urged "busty ladies" to "join forces to end this blatant discrimination".
Williams even bought a share worth 3.40 pounds in Marks and Spencer so she could raise her concerns at the firm's annual general meeting in July.
A spokesperson for M&S said on Friday: "We've heard what our customers are telling us that they are unhappy with the pricing on our DD-plus bras and that basically we've boobed.
"So from Saturday, May 9, no matter what size you buy, the price is going to be the same. We're not going to cut the quality though -- they'll still be made to the same high standards so you get the best support on the high street."
The retailer previously insisted its bras were priced fairly to include the cost of wider straps and better support, and said customers "have told us they are happy to pay a small premium... for the specialist work".