Jump to Main ContentJump to Primary Navigation
Top

Body-shaming backlash; the best, angriest and funniest takedowns of the Beach Body Ready campaign

bikini body.jpg

We love nothing better than a social media backlash in the name of sexism - especially when it involves calling out an aggressive body-shaming campaign designed to make women feel insecure.

For a few weeks now, disquiet has been growing over Protein World's "Are You Beach Ready?" posters, featuring a bikini-clad model to plug the benefits of weight loss supplements. 

Over the weekend, this unease erupted into a full-on storm on Twitter, Instagram and Facebook.

A petition to remove the posters from circulation - on the grounds that it makes people feel "physically inferior" - has attracted over 43,000 signatures and counting. Over on Facebook, a brilliant "Taking Back The Beach" protest photoshoot is being organised (by bloggers Fiona Longmuir and Tara Costello), to hit back at the pressure on women to conform to set standards of beauty.

Londoners have taken to sharing photos of themselves giving the middle finger to the posters. Some have even customised the adverts with their own messages reminding women that they are beautiful as they are, or telling the campaign bosses to "f*** off". 

Protein World remains defiant in the face of criticism, despite the fact that protests are growing by the hour, with the hashtags #BodyShaming and #EachBodysReady trending, and people sharing photos of defaced adverts at underground stations and on Tubes across London.

We've rounded up some of our favourite, funniest and most defiant responses from the campaign kickback so far, along with the (lamentably poor) reaction from Protein World's CEO: 



beach

Facebook



Too right.

A photo posted by Caz Murray (@carolinelucymur) on








beach

And the worst response - from Protein World CEO Arjun Seth...

Who has spent his energy defensively re-tweeting 'gems' such as these:

Related

ross-poldark-aiden-turner-in-poldark.jpg

'Is it OK to objectify Poldark?'

150330_Shot_06_00108_RET_05_flat.jpg

Natalie Dormer on never giving up, power and British politics

1.jpg

Woman wears the same work outfit every day to combat stress

bey.jpg

'Who has the right to talk about feminism?'

salma.jpg

Salma Hayek; 'I would die if I did nothing but manicures and lunches'

anofficerandagentleman-590x350.jpg

'I like to feel protected by my husband. Am I a hypocrite feminist?'

Comments

More

This new DIY divorce app vows to help you to ‘consciously uncouple’

Because there really is an app for everything nowadays

by Kayleigh Dray
18 Jan 2017

Rachel Court wants employers to watch for these abuse warning signs

A woman who survived being shot by her husband has shared a letter from her old boss, revealing the extent to which her partner controlled her life for years

by Kayleigh Dray
18 Jan 2017

Hidden and pop-up home office inspiration for any living space

You don't need a whole spare room to build your dream workspace

by Amy Swales
18 Jan 2017

These are the 7 best-rated pizza restaurants in the UK

We scoured TripAdvisor, so you don’t have to.

by Moya Crockett
18 Jan 2017

Teenage girls are being targeted as the next generation of UK spies

Social media-savvy? You might have what it takes to be a secret agent.

by Moya Crockett
18 Jan 2017

Amazing new video confirms all Pixar films are set in same universe

It's official, Disney says so

by Kayleigh Dray
18 Jan 2017

The 15 key life lessons we learned from Sabrina the Teenage Witch

From tackling addictions to unleashing our inner witch

by Kayleigh Dray
17 Jan 2017

March for a more equal world

Your essential guide to making your voice heard this Saturday

by The Stylist web team
17 Jan 2017

Everything you need to know about the Women’s March on London

From where to meet to what to wear.

by Moya Crockett
17 Jan 2017

Gossiping is good for you, study suggests

We knew it.

by Sarah Biddlecombe
17 Jan 2017