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protein world

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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. 

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.

'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.'

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Protein World caused major controversy recently with a particular weight loss advert.

The ad in question features Australian model, Renee Somerfield, flaunting her toned body in a bikini, next to the words: "Are you beach body ready?”

The posters, which are on display around the London Underground, sparked outrage with many people believing that the message is stating that only women who look like Renee are ready for the beach.

The model in question has spoken out about the ad, stating that critics are body-shaming her, saying: "I think nearly every ad campaign you have ever seen is open to interpretation. But saying the ad is body-shaming by body-shaming the image is very contradictory. Two wrongs don’t make a right."

And it seems former Big Brother star Helen Wood has to get her two cents in!

Writing about the backlash in her Daily Star column, Helen wrote: “What are these miserable a**eh***s moaning about? They don't have a body like Sam Faiers or Luisa Zissman? They don't eat healthily? They don't think fitness is important? They don't have sex? THEY HATE MEN?"”

She added:  "What sends me round the bend is how these grumpy whining feminists think it's okay to ridicule and target women who want to be a good example. A girl showing off a good body due to regular exercise and eating her greens should be celebrated as a positive role model."

She finished by writing: “ "If you're not happy in yourself, get off your a**e and do something about it. And don't judge others for how they live or look."

Wow, she certainly didn't mince her words!

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Protein World have caused major controversy with a recent weight loss advert.

The billboard features Australian model, Renee Somerfield, flaunting her toned body in a bikini, next to te words "ARE YOU BEACH BODY READY?".

The ads which are on display around the London Underground have sparked outrage. A change.org petition has been started, social media anger, and the posters are being destroyed. Some people believe that the message is stating that only women who look like Renee are ready for the beach.

"We are a nation of sympathisers for fatties," Protein World tweeted to one user who asked for the adverts to be removed. They then added: "Why make your insecurities our problem?"

Renee has now responded to critics of the ad by saying they are body-shaming her while they blame the campaign of body-shaming. 

The model told Huffington Post: "I think nearly every ad campaign you have ever seen is open to interpretation. But saying the ad is body-shaming by body-shaming the image is very contradictory. Two wrongs don’t make a right."

"I am a real person behind the image. I work very hard and live a healthy and active lifestyle which is why Protein World chose me for their campaign. I couldn’t work every day as a full time model by starving myself, dieting or not looking after my body. Nourish your body, be kind to it and it will love you right back, no matter your size," she added.

She went on to say: "I agree that ALL bodies are ‘beach body ready’. Skinny, curvy, muscular, petite, tall, short, young and old. Confidence is beautiful no matter what size you are…. Your reflection doesn’t define your worth."

Many people have praised Renee for her honest and mature response to her critics. 

She finished off by stating: "Confidence comes from how you feel. I feel my best and my most confident when I am fit and toned…. I love moving, being strong and always full of energy. I think there is definitely a noticeable difference between ‘skinny-toned’ and ‘skinny-soft’ – you know when a girl works for her body."

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