Fifty Shades of Grey: London Fire Brigade live tweets embarrassing film-related call-outs

Spare a thought for the London Fire Brigade (LFB) in the midst of all this Fifty Shades of Grey hysteria.

In the past few weeks, B&Q prepared for an increased demand in ropes and Ann Summers watched handcuff sales soar in anticipation of the erotic novel's film adaptation.

But the LFB say they have had to deal with an increasing number of people getting certain things stuck in awkward places - a trend they also say started when the Fifty Shades trilogy was first released.

LFB has now launched its own campaign in response, cleverly entitled Fifty Shades of Red, to encourage the public “to think carefully before getting themselves into sticky situations”.