The FA must investigate Huddersfield Town's 'totally inappropriate' Paddy Power-sponsored kit, Damian Collins MP has said.
The Championship club ignored warnings from the FA about the controversial sash-style gambling logo before using the shirts in a pre-season friendly, and are expected to be hit with a fine if found to have breached kit regulations.
Yet the involvement of Digital, Culture, Media and Sport Committee chairman Collins will intensify the spotlight on the club, which has thus far failed to respond to several requests for comment.
The Conservative MP told Sportsmail
: 'It looks horrible and is totally inappropriate. I hope that the FA will look into this.'
Meanwhile the public policy charity CARE called the behaviour of Huddersfield 'downright irresponsible' and said that representatives of the club should have considered the impact the new kit could have on young fans.
'This is all part of a really concerning narrative about football's relationship with the gambling industry,' a spokesman said.
'Huddersfield have got to consider the impact this is going to have on younger fans. We have got 450,000 11 to 15-year-olds betting on a regular basis, more than 50,000 who are already classified as problem gamblers.
'It is just downright irresponsible to have such a big logo, which even flouts regulations, emblazoned on their shirts. First of all, if they are going to have it, it should be within regulations.
'They should be fined for this and they should be considering the wider impact that such a message sends, particularly to younger fans. If it is a joke, it is not a very funny one, because problem gambling is not funny.'
Huddersfield announced the shirt sponsorship deal with Paddy Power earlier this week before unveiling the kit on Wednesday, prompting strong criticism from fans.
According to FA regulations, logos on the front of shirts must be no larger than 250 square centimetres.
A spokesman for the FA told Sportsmail that 'appropriate action' would be taken if necessary.