The soccer star has an inking of wife Victoria wearing just a bra and underwear on his left forearm, and the risque image was clearly visible in a photo taken to advertise an exercise campaign.
Bosses at grocery giant Sainsbury's sent the image to 47,000 schools and community groups in the U.K. as part of a promotional drive - but they've since issued an apology after receiving complaints from education chiefs.
A spokesman for the chain says, "As a world-class athlete and father of four, David Beckham is the perfect ambassador for several of Sainsbury's initiatives which encourage all kids to lead healthier and more active lifestyles.
"It is never our intention to cause offence and we would like to apologise if this is the case. We will of course take this feedback on board when designing our Active Kids material going forward."