I suspect that Asda have been caught out - just as the government, schools and countless businesses by assuming that because something has been produced or suggested by one of the many LGBT++ organisations, that it's OK.
I also suspect that this is the case
As several posters have pointed out above, when you work in safeguarding / with children you know that predators will exploit any loophole to access children for their own reasons. But we've created a group where to even raise a concern, including about safeguarding, is now see as homophobic or transphobic.
This is a horrifying truth that needs to be repeated and understood widely
The initial response of the NSPCC when an employee was caught posting photos online of himself in fetish gear in the toilets in the workplace was to call everyone who objected "homophobic bigots". It took some time before they remembered their core purpose was safeguarding children and reined it all in and got rid of him. If that's the response of the leading children's safeguarding charity then how on earth can schools and companies like ASDA get this right?
good question