An advertisement for supplement supplier Protein World featuring Khloe Kardashian in a swimsuit has drawn complaints from riders on the London Underground, with some claiming that the promotion violates the city’s ban on transportation line advertisements that “cause pressure to conform to an unrealistic or unhealthy body shape.”
The United Kingdom’s Advertising Standard Agency (ASA) said it had received 14 formal complaints about the ads, which showed Kardashian in a swimsuit alongside the tagline, “Can you keep up with a Kardashian? Take the Protein World 30 Day Challenge.”
Despite complaints claiming that the ads were “socially irresponsible” and “promoted an unhealthy and competitive approach to dieting,” the ASA announced that they and Transport for London had both approved the advertisement for display.
“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. However, we did not consider that she appeared to be out of proportion or unhealthy,” the ASA said.
The ASA added that while the ad may promote weight loss, it saw no evidence that the ad encouraged “excessive weight loss or other extreme or potentially harmful dieting behavior.”
According to representatives for Protein World, the majority of London tube-goers considered the ads to be “motivating and empowering.”
Read the full story at Business Insider.