London Makes A Move To Ban Body-Shaming Adverts From Public Transport

London’s new mayor is calling for a ban on body-shaming adverts like this one from Protein World [Photo: Rex Features]

“Are you beach body ready?” the tagline asked alongside a super skinny image of a model in a bikini. People were outraged by the Protein World ad, claiming it was demeaning and heaped on the body perfect pressure. To be beach body ready, you just need to head to the beach, right?

But it seems newly appointed London Mayor, Sadiq Khan agrees with the 70,000 who signed a petition to get the weight loss product ad banned. And top of his to-do list since being elected in May is calling for an end to body-shaming adverts on the Transport for London (TfL) public transport network.

On the back of the controversy surrounding the Protein World ad last April, Khan has made it his duty to put the stoppers on all media which is demeaning, particularly to women.

Yet, though the advert received 378 complaints from the public and sparked a huge online backlash which involved a protest in Hyde Park, complaints made to watchdog ASA (Advertising Standards Authority) were ignored by the company as they deemed the advert was not offensive.

Women taking a stand against Protein World’s advert at the Taking Back The Beach protest in Hyde Park [Photo: Rex Features]

So Khan has decided to take matters into his own hands after revealing in a recent statement that the issue is something very close to his heart.

“As the father of two teenage girls, I am extremely concerned about this kind of advertising which can demean people, particularly women, and make them ashamed of their bodies. It is high time it came to an end.”

“Nobody should feel pressurised, while they travel on the Tube or bus, into unrealistic expectations surrounding their bodies and I want to send a clear message to the advertising industry about this.”

This isn’t the first time the UK has taken a stand in the body positivity/advertisement debate. Last year, the Advertising Standards Authority banned a YSL ad for featuring a “unhealthily underweight” model. And earlier this year the ASA also banned a Gucci ad for similar reasons.

Do you think body-shaming adverts should be banned? Let us know @YahooStyleUK

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