In Brief

Khloe Kardashian advert cleared of body-shaming

ASA says Protein World diet campaign promotes a 'desirable and aspirational' image

An advert featuring reality TV star Khloe Kardashian has been cleared for use following allegations it promoted an unhealthy approach to dieting.

More than a dozen complaints were made after the Protein World poster, which features Kardashian posing in a leotard next to the tagline: "Can you keep up with a Kardashian?", appeared on the London Underground.

Critics claimed it encouraged body-shaming, promoted an unhealthy approach to dieting and objectified women.

However, the Advertising Standards Agency (ASA) yesterday ruled the image "promoted Khloe Kardashian's body image as desirable and aspirational" and that she did not appear to be "out of proportion or unhealthy".

While acknowledging the language of the ad could be seen to have a competitive nature, the watchdog said that overall, it did not "encourage excessive weight loss or other extreme or potentially harmful dieting behaviour" and so was "not socially irresponsible".

Green Assembly member Caroline Russell criticised the ASA's decision.

"People taking the Tube should not have to be bombarded with adverts that imply their bodies aren’t good enough," she told the London Evening Standard.

"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."

Last year, London Mayor Sadiq Khan pledged to ban body-shaming adverts from the capital's transport network following an outcry over a Protein World that asked: "Are you beach body ready?"

More than 400 complaints were made to ASA, while 70,000 petitioned for the advert to be banned. It also created a backlash on Twitter, where the alternative "#eachbodysready" campaign proved popular.

Despite the scandal, ASA found the campaign was "not offensive or irresponsible".

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