Breast cancer awareness campaign, “Tickled Pink,” kicks model Katie Price — who goes by the name Jordan — off of the campaign as a spokesperson, but why?

Buxom British model Katie Price, who goes by the name Jordan, has been given the boot from the UK’s “Tickled Pink” breast cancer awareness campaign. Her departure comes after she made comments that some found hurtful. Sources say Jordan, who underwent breast augmentation several years ago, used her TV show to voice complaints about the scars she had after getting breast implants.

Hundreds of cancer victims then complained that Jordan, who had breast surgery merely for cosmetic reasons, was insensitive – and is the wrong person to be involved with the campaign.

British supermarket chain ASDA, which is sponsoring Tickled Pink, removed Jordan from campaign publicity and issued an apology.

However, ASDA stores will continue to sell her lingerie products, with proceeds going to breast cancer awareness.