By Chelsea Karnash

SWEDEN (CBS) — Just days after a New Jersey mother caused a stir for her crispy appearance (see previous story), a clothing retailer has come under fire for using a seemingly “tanorexic” model in a swimsuit ad.

Swedish retailer H&M has now apologized for using a photograph of Brazilian model Isabeli Fontana wearing a bright pink bikini and looking overly-bronzed in a swimwear campaign.

The Swedish Cancer Society and other groups accused the company of promoting a dangerous beauty ideal that encourages consumers to tan and noted that more people in Sweden die of skin cancer than in car accidents each year.

On Thursday, H&M released an apology, explaining that they were “sorry” if the ads had upset anyone and that the campaign was only intended to show off the swimsuit—not to encourage potentially deadly sun-tanning.

Recently, H&M also caused controversy for using models that appeared emaciated.

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