A funeral company has been criticised for parading a rainbow-coloured hearse - complete with a colourful coffin - in Glasgow's Pride march.

Co-op Funeralcare marched alongside 9,000 others in the annual event, which is the largest Pride march in Scotland.

But they left some marchers 'horrified' with a rainbow hearse and matching wicker coffin inside.

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Some say it was offensive to those who died from AIDs in the 1980s, and people took to social media to complain about the 'tasteless' display.

Another posted: “Disgusting. No consideration for members of our community who buried countless friends in the 80s and 90s due to HIV/AIDS or the continuing epidemic we still face with suicide."

A Twitter user said: "I’m genuinely horrified that Glasgow Pride thought that it would be a good idea to have a Co-op sponsored rainbow casket in a hearse driving through the march.

READ MORE: Over 9,000 people march in Glasgow as part of Pride 2019 celebrations

"It’s in such bad taste especially considering the mortality rate of the LGBT+ due to homophobia, transphobia, etc."

The Co-op unveiled the UK's first rainbow hearse at Brighton Pride in 2017 for customers who wanted to personalise funeral services as tributes to the lives of gay, lesbian, transgender and bisexual friends and relatives.

A spokeswoman for the Co-op defended its display, and said: “The Co-op is a proud, recognised and long-term supporter of Pride and the LGBT community.   

“The Rainbow hearse was requested by our members and customers some years ago, to help funerals become more of a celebration of life.  

"It has appeared regularly at events across the UK and the feedback we have received has generally been very positive.”

Organisers of Pride Glasgow asked that people refrain from reacting negatively.

Chair Chris Land said: “We’ve had such a positive day and the community is generally buzzing, so let’s not get negative.

“We’ll review the feedback and take it on board for the future, of course.”