LONDON -- More than 40,000 people have signed a petition calling for the removal of an advert that's been deemed body shaming amid an online backlash.
Protein World's ad campaign, which features a woman in a bikini and various products in the company's "weight loss collection," asks the question: Are you beach body ready?
It angered a lot of people — but the company isn't backing down.
The posters have been defaced dozens of times, inspired an "Every Body's Ready" Facebook page, and seen the Advertising Standards Authority flooded with complaints.
The online petition says that Protein World "is directly targeting individuals, aiming to make them feel physically inferior to the unrealistic body image of the bronzed model, in order to sell their product."
However, the company has insisted there's nothing wrong with their posters and has "absolutely no intention of removing the adverts because of a minority making a lot of noise."
Here's how the Protein World campaign spectacularly unravelled.
People began defacing their adverts on the Tube.
Also (via @everyoneisetra) pic.twitter.com/4KWnq61HcX— The Vagenda Team (@VagendaMagazine) April 24, 2015
Nice one London. Keep up the good work on the @ProteinWorld posters. pic.twitter.com/TUmbQekJd6— ColletteLyons (@collette_lyons) April 27, 2015
@VagendaMagazine @cait_gc I went one further: pic.twitter.com/oFGuhxuJy6— Nicole (@NicoleBurstein) April 24, 2015
Couldn't be happier that so many agree with us (via @cait_gc) pic.twitter.com/R1Cio4HNua— The Vagenda Team (@VagendaMagazine) April 24, 2015
More sabotage, via @She_LarissaS http://t.co/NuzeJ9iSwX pic.twitter.com/4XpGGk5Igr— The Vagenda Team (@VagendaMagazine) April 24, 2015
"Your body is not a commodity," one read.
We love London. Fuck patriarchy. pic.twitter.com/bDeET7pzdO— The Vagenda Team (@VagendaMagazine) April 22, 2015
"Stop encouraging women to starve themselves," another said.
I committed an act of civil disobedience last week and it felt glorious @VagendaMagazine @EverydaySexism pic.twitter.com/4jl8vbnulU— Miranda Fay (@mirandafay) April 22, 2015
Someone launched the "Each Body's Ready" Facebook page.
(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_GB/sdk.js#xfbml=1&version=v2.3"; fjs.parentNode.insertBefore(js, fjs);}(document, 'script', 'facebook-jssdk'));Posted by Eachbodysready on Tuesday, 21 April 2015
It documented further improvements to the adverts.
(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_GB/sdk.js#xfbml=1&version=v2.3"; fjs.parentNode.insertBefore(js, fjs);}(document, 'script', 'facebook-jssdk'));Lorna is more than ready thank you kindly!Posted by Eachbodysready on Tuesday, 21 April 2015
(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_GB/sdk.js#xfbml=1&version=v2.3"; fjs.parentNode.insertBefore(js, fjs);}(document, 'script', 'facebook-jssdk'));In case you thought we were being slimmest or strongist or any other 'ist this got sent in by the wonderful Ed demonstrating his powerful photoshop techniques! Cor blimey guv.Posted by Eachbodysready on Wednesday, 22 April 2015
Men donned yellow swimwear to join in.
(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_GB/sdk.js#xfbml=1&version=v2.3"; fjs.parentNode.insertBefore(js, fjs);}(document, 'script', 'facebook-jssdk'));Posted by Eachbodysready on Tuesday, 21 April 2015
As did babies.
(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_GB/sdk.js#xfbml=1&version=v2.3"; fjs.parentNode.insertBefore(js, fjs);}(document, 'script', 'facebook-jssdk'));Let's not forget all the new-borns. Rohan is rocking his yellow bikini bib: what a little dude, he doesn't need protein shakes he's got mums milk boom!Posted by Eachbodysready on Wednesday, 22 April 2015
Some women photographed themselves protesting the ads.
You're god damn right @Catstello and I are beach body ready. No help needed, we're #alreadyperfect. #bodypositive pic.twitter.com/UysgHFkvpa— Fiona Longmuir (@EscapologistGl) April 22, 2015
This is what I think of @ProteinWorld's advert.... #proteinworld #beachbodyready #eachbodysready pic.twitter.com/vUUwuEu7Yt— Laura Stevens (@Laura_Stevens1) April 23, 2015
Protein World's took to Twitter to defend their ads.
Their social media strategy left a little to be desired.
@HarrietEJohnson @FemLonCon Grow up Harriet pic.twitter.com/LRHqOptpk4— Protein World (@ProteinWorld) April 23, 2015
They asked one Twitter user: "why make your insecurities our problem?"
Bad social media 101. @ProteinWorld attack users who dare criticise their ad campaign. @JulietteBurton @UKChange pic.twitter.com/lrbNgC2Mzk— Laura Muldoon (@Laurajmuldoon) April 24, 2015
They remained confident amid the furore.
The support for the #BeachBodyReady ad is overwhelming! #TeamProteinWorld — Protein World (@ProteinWorld) April 27, 2015
Although they did have some support.
Can't understand why people are offended by the @ProteinWorld ad. I am not beach body ready, off to the gym I go! Thanks for the motivation!— Laul (@LaurenWissenden) April 27, 2015
In a statement, Protein World said: "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."
"Renee, our stunning model, falls well within what the British Government deem to be a healthy weight, based on the BMI system."
"Getting 'beach ready' is not a new concept. It's a fashion that is followed by millions (admittedly not everybody as we have seen!) around the world when they look forward to their summer holiday. We absolutely have no intention of removing the adverts because of a minority making a lot of noise."
A post on the petition says that "the Advertising Standards Authority (ASA) has acknowledged the scale of the complaints and has requested that I remove the link from the petition page as further complaints delay their assessment process."
The CEO of Protein World Arjun Seth said monday that the people defacing his posters are "terrorists" and that he would only take notice of the petition if it gained one million signatures.
UPDATE Apr 28, 13:50 p.m. A demonstration against the advert has been planned for this weekend. Entitled "Taking back the beach", it's set for Hyde Park on Saturday May 2 at 3 p.m. The adverts are also set to be removed at the end of this week, according to reports.