A £1.6 million campaign aimed at boosting the number of armed forces personnel will not solve the “recruiting crisis”, it is claimed.

Colonel Richard Kemp, former commander of British forces in Afghanistan, said the new ad drive is the result of “political correctness” and neglects “the main group of people who are interested in joining”.

Designed for television, radio and digital platforms, the adverts aim to tackle questions of inclusivity, asking “can I be gay in the Army?” and “what if I become emotional in the Army?”

Others focus on “belonging” and the ability of serving soldiers to practice their faith.

Interviewed on television, Kemp criticised the focus on minorities, and said: “The main group of people who are interested in joining aren’t worrying so much about whether they are going to be listened to or if there’s an emotional issue.

“What they are worried about more is how they are going to face combat and, not only that – they are going to be attracted by images of combat because that’s why people join the armed forces.”

He added: “This also reflects the fact that the Army, like the rest of Government, is being forced down a route of political correctness.

“What is most important is that the Army recruits and is full of soldiers. It’s of secondary importance that they reflect the composition of society.”

Around 12,950 regular recruits joined the regular armed forces in the year to April 2017, but another 14,970 service personnel left. The Royal Navy and the RAF were around ten per cent short of their annual recruitment target, while the Army shortfall was more than treble this, according to a report commissioned by No 10.

Meanwhile, only ten per cent of regular forces members are women and fewer than eight per cent are from black, Asian and other ethnic minorities.

Army head General Nick Carter said changing demographics forced the recruitment rethink.

He said: “Our traditional cohort would have been white, male, Caucasian 16 to 25-year-olds and there are not as many of those around as there once were, and our society is changing, and I think it’s entirely appropriate for us therefore to try and reach out to a much broader base to get the talent we need in order to stay in that combat effectiveness.”

Tory MP Johnny Mercer, a former Army officer who served in Afghanistan, commented: “There is no point asking the Army to reflect the society from which it is drawn and then knocking them for conducting an evidence-based change of course on recruitment.

“We clearly have more to do to encourage men and women of all backgrounds to join up.

“The military needs to change and adapt as we go forward, and I strongly encourage them to do so.”