Critics demand Khloe Kardashian's Protein World Tube advert is scrapped by London Underground for 'body shaming' young women 

  • Protein World has caused controversy with advert featuring Khloe Kardashian
  • It comes after company's controversial 'are you beach body ready' 2015 advert 
  • Sadiq Khan came under fire after pledging to rid the capital of such campaigns 

By THOMAS BURROWS FOR MAILONLINE

Published: | Updated:

The company that provoked outrage for its 'are you beach body ready' poster has come under fire again for a Tube billboard featuring Khloe Kardashian in a leotard.

After its controversial 2015 advert that 'body shamed' women, Protein World has angered people with its latest advert featuring the reality TV star in a skimpy outfit.

It comes despite London Mayor Sadiq Khan pledging to rid the capital of advertising that makes women 'ashamed of their bodies' following a feminist outcry over the 2015 poster starring skinny model Renee Somerfield in a bikini.

The Protein World Tube poster featuring Khloe Kardashian in a leotard has caused controversy

The Protein World Tube poster featuring Khloe Kardashian in a leotard has caused controversy

Posters were defaced with messages such as 'your body is not a commodity' and a mass protest was held in Hyde Park.

After 70,000 signed a petition they were eventually taken down. 

Mr Khan said that as a father of teenage daughters he would ban unhealthy or unrealistic body image posters from London buses, the Tube and London Overground. 

Critics have now called on the Mayor to stay true to his word and remove the image starring Khloe - the sister of Kim - amid fears it could cause confidence issues among young women. 

The advert shows Khloe in a seductive pose in a leotard promoting the company's 30-day 'slender' weight-loss plan. 

The tagline reads 'can you keep up with a Kardashian?'  

On Protein World's website, Khloe explains how getting a 'dream body' takes 'dedication and literal sweat and tears.'

She adds: 'For me, weight loss has always been about feeling great on the inside and out. Anything worth having is worth fighting for.'   

Critics called on the Mayor to remove Protein World’s image starring the reality TV star

Critics called on the Mayor to remove Protein World's image starring the reality TV star

On Protein World's website, Khloe explains how getting a 'dream body' takes 'dedication and literal sweat and tears'

On Protein World's website, Khloe explains how getting a 'dream body' takes 'dedication and literal sweat and tears'

Green Assembly member Caroline Russell, who received complaints from constituents about the advert, told the London Evening Standard: 'People taking the Tube should not have to be bombarded with adverts that imply their bodies aren't good enough. 

'I am urging the Mayor to look again at these adverts that challenge young people to 'keep up' with reality stars known for idealised and unrealistic body shapes. He needs to enforce his own guidelines and live up to his manifesto promise to Londoners.

'Every body is a good body and TfL should be promoting inclusion and making their stations welcoming spaces. Allowing these adverts risks making people lose confidence in themselves.'  

After its controversial 2015 advert that 'body shamed' women, Protein World has angered people with its latest advert

After its controversial 2015 advert that 'body shamed' women, Protein World has angered people with its latest advert

Martha Jane Edwards wrote on Twitter: 'Protein World are at it again. Don't want to see a hypersexualised Kardashian promoting unhealthy eating habits during my tube journey.' 

Commuter Dan Barrett commented: 'Not a happy sight on the way home early evening. The state of this advert, [in] 2017.'  

But TfL said the advert would not be covered by the ban, which does not include images of people in underwear or swimming gear.

A spokesman for the Mayor said: 'This advert was closely reviewed and deemed to comply with the new TfL advertising policy that bans adverts that could pressurise people to conform to unhealthy or unrealistic body images.' 

MailOnline have had calls to Protein World unanswered.  

BENTLEY-DRIVING PLAYBOY BEHIND CONTROVERSIAL BRAND

Protein World founder Arjun Seth, 32, and his team believe tens of thousands of supposed 'feminist terrorists' are only opposed to his bikini-focussed campaign because they are 'insecure' about their own bodies.

Fitness fanatic Mr Seth is the son of a millionaire sportswear mogul and has a shoe-designer sister whose expensive heels were worn by Pippa Middleton on the day of the royal wedding. 

His Twitter, Facebook and Instagram accounts show him partying in Los Angeles, Las Vegas, Dubai, New York and London as he promotes his brand. 

And a host of photographs reveal Mr Seth showing off his body in the changing room of his gym, by the beach and in the sea while on holiday.  

He lives in a flat a short walk from the mansion he grew up in Purley, south London, paid for by the millions made by his father Guru 'Geoff' Seth, founder of Ascot sports shoes and also a director of his company.

Friends say he believes 'fit is hot' and his own products have helped with his physique, while his staff, many of them 'gorgeous' young women, are also encouraged to use them. 

In the summer of 2015, his company's poster that asked if women were 'beach body ready' provoked outrage. It featured the image of a skinny model wearing a bikini and advertised the company's weight loss supplements. Posters were defaced and after 70,000 signed a petition they were eventually taken down.

Mr Seth defended the advert and said the row over its posters helped them promote their true message: 'Get off your a*** and do something about it'. 

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