Not because the model is too scantily-clad, but because she is too slender and attractive. Daily Beast:
Sharpie-wielding political activists have overtaken London Underground, writing outraged slogans on posters featuring a svelte, bikini-clad model next to an innocuous question: â€œAre you beach body ready?â€
Theyâ€™ve scribbled â€œNOT OKAYâ€ and â€œFuck Your Sexist Shitâ€ over the modelâ€™s cleavage, signing their work with a now-viral hashtag, #eachbodysready.
A Change.Org petition calling for the removal of Protein Worldâ€™s campaign on the grounds that it aims â€œto make [people] feel physically inferior to the unrealistic body image of the bronzed modelâ€ has received nearly 60,000 signatures.
And on Saturday, 750 people (and counting) will attend a â€œTake Back the Bikiniâ€ rally in Hyde Park to protest Protein Worldâ€™s body-shaming ad campaign.
Well, good on them! Their vandalism, hashtag activism, and protests have made international headlines and prompted the UKâ€™s Advertising Standards Authority (ASA) to scrub the weight loss supplement campaign from Underground stations and ban it from appearing again â€œin its current form.â€
The advertising watchdog has been investigating the â€œbeach body readyâ€ campaign, responding to some 360 complaints that it objectifies women and promotes unhealthy body standards.
In a statement issued on Wednesday, the ASA said they are pulling the ads â€œin the next three days.â€ (Protein World told The Daily Beast that the campaignâ€™s three-week run in tube stations was already scheduled to end next week.)
The ASA will now determine if the campaign â€œbreaks harm and offense rules or is socially irresponsible.â€
So the feminist and body-image activists triumphed over the evil, patriarchal corporation, effectively censoring what they deemed an â€œunrealisticâ€ and â€œunhealthyâ€ body standard. …
Protein Worldâ€™s ad campaign went up in Londonâ€™s tube stations several weeks ago, prompting a scathing, widely-shared editorial in The Guardian.
Writer and co-founder of the Vagenda blog, Rhiannon Lucy Cosslett, had returned from Cuba to jarring reverse-culture shock in the â€œdark, putrid bowels of Londonâ€™s underground system.â€
It was only after visiting Cuba, a totalitarian country where there are no advertisements, that she realized â€œhow much my field of vision is occupied without my consent by images and messages that want to sell me stuff (and, being a woman, itâ€™s usually based on claims that it will make me look better).â€