Primark has spoken out to seemingly settle long-running debate among shoppers - and the announcement sparked some passionate reactions. The clothing retailer is a fixture of high streets across the UK, and Britons pronounce the brand's name in different ways.

Some pronounce the first part like "pry" while others are convinced it's pronounced "pree". But the debate appeared to be over after the outlet had the final word in a new campaign.

Footage on social media shows one of its new signs in a shop window, apparently laying out the correct pronunciation once and for all.

It shows the "PRI" part of the name crossed out with "PREE" written above it. A banner overlaid over the correction reads "Pronounced PREEMARK".

In response to the clip posted on TikTok, one person said: "We've been calling it Preee-mark in Wales for years".

Another said they've always called it "preemark in Northern Ireland", and that they "love it as an ad campaign".

Another questioned the pronunciation, saying: "It's spelt PRI so it's Primark, you don't say Preemary School".

A further commented said: "It will always be pry-mark. Hope this helps."

However, confusingly, an FAQ page on the retailer's website says in an answer to how the store name is pronounced: "That's a very good question! We like to use Pr-Eye-Mark."

Primark has been approached for comment via email.