Mental health stigma 'not a joking matter'
26 September 2013 Last updated at 12:37 BST
Supermarket chains Asda and Tesco have apologised and withdrawn Halloween fancy dress items from sale that described the costumes as "psycho" or "mental patient".
The BBC's Joanna Gosling spoke to Jane Hughes from mental health charity Rethink Mental Illness, who described the incident as a "really serious matter".
Ms Hughes said: "It would be easy to say that it is just a joke but the stigma around mental illness isn't a joking matter."