HUNDREDS of women have staged a demonstration in Hyde Park over the controversial Protein World advert posted around the London Underground asking "Are you beach body ready?".
The poster 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 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Simply Be spokesman Ed Watson said the Protein World advert was "at best outdated, at worst insulting".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".
Protein World have been unrepentant. Richard Staveley, head of marketing, 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."
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