Khloe Kardashian's Protein World leotard Tube advert sparks fierce body shaming row

Protein World is no stranger to controversy. The fitness company is responsible for the now infamous “Are you beach body ready” advert which triggered a massive backlash two years ago.

After a massive campaign against the advert, Sadiq Khan, the Mayor of London, chose to ban adverts which promote unrealistic expectations about body image from the capital’s transport networks last summer.

But it seems Protein World is back in the public eye and, yet again, not for the right reasons. The company has come under fire for its advert which features Khloe Kardashian, with critics arguing it could cause confidence issues among young women.

Despite the fact it has triggered a backlash on Twitter, TfL has said the advert featuring the reality TV star, who is the sister of Kim, would not be covered by Mr Khan’s ban. A spokesman for the Mayor told the Evening Standard: “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.”

The advert features a picture of Khloe in a revealing leotard and is part of the company’s 30-day weight-loss challenge. It asked, “Can you keep up with a Kardashian?”

Green Assembly member Caroline Russell, claimed she had received complaints from her constituents about the advert and voiced her concerns about the ban.

“People taking the Tube should not have to be bombarded with adverts that imply their bodies aren’t good enough.

“Young people receive this negative message from enough social media channels and it’s appalling that this is being reinforced on Tube platforms, against the Mayor’s own policy, when people are taking trips to school, to work, or going out to socialise.

“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.”

The advert has caused outrage on Twitter with people accusing them of body-shaming and airbrushing the image.

“Can I keep up with a Kardashian? Better than you can keep up with feminism, mate,” said Cordi Morrison.

“Why spend 30 days on @ProteinWorld when 10 minutes of photoshop will do the exact same thing? #KeepUpWithYourself,” said Clare Francessca.

"I remember when I first started I was so frustrated that I did not have this body in the first week I started working out," Khloe says on Protein World's website. "Obviously if it was easy everybody would have their dream bodies, but it takes work and perseverance. It takes dedication and literal sweat and tears. That said, it's the most rewarding feeling ever."

Protein World’s ubiquitous yellow posters for their meal replacement collection caused a massive backlash two years ago. Some adverts were defaced with slogans such as “you are lovely as you are” and a petition demanding the removal of adverts amassed almost 50,000 signatures within just a few days and prompted a beach-themed demonstration in London which women and men of all shapes and sizes attended in their swimwear.

Protein World outrightly denied suggestions that the campaign objectifies women at the time. The brand later claimed that publicity from the furore had generated an additional £2 million in sales.

Representatives for Khloe, Protein World, and the Mayor did not immediately respond to request for comment.