Staff at a newly-opened mall have been accused of kicking out shoppers for 'looking too gay', holding hands or not covering tattoos.
City Creek Center in Salt Lake City, Utah opened in March but has reportedly been inundated with complaints over its strict rules.
One shopper complained on Facebook that he was harassed by City Creek security guards after he wore women's clothes at the mall.
'I was in heels and my makeup was fierce,' Skinny Rose reported, 'And they kick me out for looking too gay.'
Another shopper, Dallon Thorup, said security guards spoke to him sternly about his tattoo, a Chinese symbol which is on his upper arm.
'I got approached by someone that asked do you mind covering up? I laughed, and asked why, and he said, "Some people might find your tattoo offensive".
Others complained that they had been asked to leave for holding hands.
But the mall's management has denied the online complaints, saying everyone is welcome to City Creek Center.
In its code of conduct, the management does not refer to tattoos, a dress code or public displays of affection.
Director of marketing, Dee Brewer, said: 'If they were holding hands, or kissing, or have tattoos… those are not things that would draw the attention of our security.'
The code states: 'Any activity or conduct, which is detrimental to or inconsistent with a first-class, family oriented shopping center is prohibited.
'Management’s interpretation of these Rules of Conduct is conclusive and binding.'
Many people have said they will no longer be shopping at the mall after the reported complaints.
The downtown shopping centre opened on March 22 and has more than 90 stores, including a Macy's, among indoor and outdoor centres.