The advertisement didn't go down well with commuters.
An advertisement campaign for weight-loss is being pulled by its makers after it sparked outrage both online and offline for allegedly promoting "an unhealthy body image" and what many are terming as "offensive, irresponsible and harmful".
Posters advertising a Protein World product, featuring a bikini-clad model and asking "Are you beach body ready?," went up on London billboards two weeks ago.
It didn't go down well with commuters. Since the advert was released, nearly 60,000 people signed an
online petition calling for Protein World's advertisement to be removed from London tube stations and carriages.
The petition posed an important question to the advertisers: "What is Beach Body Ready?"
"Perhaps not everyone's priority is having a 'beach body', and making somebody feel guilty for not prioritising it by questioning their personal choices is a step too far. A body's function is far more intricate and important than looking 'beach ready', so in fact it is Protein World who have confused their priorities, if anyone," the petition said.
According to reports, Britain's Advertising Standards Authority also received hundreds of complaints from people saying the ad encourages body shaming and unhealthy methods of weight loss.
Many have taken to social media to outrage against the campaign, using the hashtag #everybodysready.
Many, in fact, also vandalised the posters on the tube. A Facebook page and a Tumblr blog were also created to protest the campaign.
The Facebook page questioned the term 'Beach Body Ready' and pointed out that "every 'body' of any shape, size and age is ready for the beach! #eachbodysready".
Bloggers Fiona Longmuir and Tara Costello posed in their bikinis in front of the sign. They have also organised an
event called 'Taking back the beach' this Saturday in London's Hyde Park in protest against the campaign.
However, a spokesperson for the brand has denied accusations of sexism and defended the campaign instead.
This statement was made to
The Independent: "It is a shame that in 2015 there are still a minority who aren't focusing on celebrating those who aspire to be healthier, fitter and stronger."
A spokesman for Transport for London told
news channels that the posters are being taken down not because of the content, but because the three week campaign had come to its natural end.