HUNDREDS of women have staged a demonstration in Hyde Park over an advert posted around the London Underground asking "Are you beach body ready?".
The controversial billboard, for diet supplement Protein World, features a model in a bikini and is advertising the brand's weight loss collection.
Critics of the advert say the image is demeaning to women, with much of the outrage appearing on Twitter with the hashtag #everybodysready.
Women at the demonstration yesterday were greeted with a parody picture showing the "curvy" size 14 model Jocelyn Corona in a bikini, which is also being displayed along escalators and platforms at Knightsbridge station.
The Simply Be spoof, with the message "Every Body Is Beach Body Ready", was shown on an advertising van driving around the park.
Simply Be spokesman Ed Watson said the Protein World advert was "at best outdated, at worst insulting".
The Advertising Standards Authority (ASA) said it has received 216 complaints about the ad, and a spokeswoman said the general nature of the complaints is that the ad is "offensive, irresponsible and harmful because it promotes an unhealthy body image".
An investigation has not been launched but the ASA said they are "carefully assessing" the complaints to "establish if there are grounds for further action".
However, some have defended the billboard. Columnist Katie Hopkins added her voice to the ongoing storm on social media, referring to "angry chubsters" adding: "Quit vandalising Protein World ads and get your arse running on the road. Feminism isn't an excuse for being fat. Eat less, move more.
"We are cheer leading chubsters, 'brave' 'beautiful inside and out' but we are quick to shame those with self-control, eating in moderation.
Protein World have also been unrepentant, and have used Twitter to take on their critics.
Richard Staveley, head of marketing at Protein World, said: "We want to encourage discussion on this. Ultimately we want to encourage a healthier, fitter nation. We want to encourage everybody to be the very best version of themselves.
"It has been quite odd how many people we've found who are far quicker to fit shame than fat shame.
"And you know if that makes us bad then so be it, and if Katie Hopkins is in agreement with us then we're delighted."
Earlier this month, the ASA investigated nine issues regarding Protein World's website and upheld all of them.
Questions had been raised over whether a number of health and nutrition claims were authorised on the EU Register, and a competition featured before and after photographs which implied a rate or amount of weight loss.
The ASA ruling said: "The claims must not appear again in their current form. We told Protein World Ltd not to make health claims for foods if they were not listed as authorised in the EU Register and to ensure their sales promotions were administered in line with the requirements of the CAP Code."
ends
A Transport for London (TFL) spokeswoman said: "The advert submitted for display on our network by Protein World was approved as it complied with our advertising policy."
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