Khloe Kardashian’s Protein World ad cleared of body shame complaints

Ads about fitness supplements are usually eye-rollingly unrealistic, but one particular ad for Protein World prompted a slew of complaints.

The poster showed reality star Khloe Kardashian wearing a leotard with the caption 'Can you keep up with a Kardashian? Take The Protein World 30 Day Challenge.'

The ad has been cleared for use after people complained that it was irresponsible and promoted competitive dieting. 

Ladies! Make sure you keep your self-esteem low by comparing yourself to women who have been massively Photoshopped! Thanks @ProteinWorld  pic.twitter.com/4p5dyJArSO

— Goodness Grief (@OhGoodnessGrief) February 6, 2017

The Advertising Standards Authority received 14 complaints and the ad was heavily criticised across social media.

Others felt that Khloe has been unrealistically photoshopped.

'People taking the Tube should not have to be bombarded with adverts that imply their bodies aren’t good enough,' Green Assembly member Caroline Russell told The Evening Standard.

@khloekardashian is the new face of protein world and I am so here for itpic.twitter.com/4kwNKCzK17

— Chase Chrystal (@heyitschaseyy) March 1, 2017

'Young people receive this negative message from enough social media channels and it’s appalling that this is being reinforced on Tube platforms, against the Mayor’s own policy, when people are taking trips to school, to work, or going out to socialise,' referring to another Protein World ad which was banned for asking commuters: 'Are you beach body ready?' 

'We considered that the ads promoted Khloe Kardashian's body image as desirable and aspirational; this was supported by her pose and the airbrushed style,' said the ASA. 

'However, we did not consider that she appeared to be out of proportion or unhealthy.'