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The controversial 'Are you beach body ready?' posters have been banned from appearing on the London Underground again by the Advertising Standards Authority (ASA).
The ASA confirmed they have launched an investigation into the company behind the ad, following a meeting with them yesterday.
A spokesman said the ASA has "concerns about a range of health and weight loss claims made in the ad".
A statement from the ASA said: “We’ve met with Protein World to discuss its 'Are you beach body ready?' ad campaign.
"It’s coming down in the next three days and, due to our concerns about a range of health and weight loss claims made in the ad, it can’t appear again in its current form.
"Although the ad won’t appear in the meantime, we’ve launched an investigation to establish if it breaks harm and offence rules or is socially irresponsible.
"We will now carefully and objectively explore the complaints that have prompted concerns around body confidence and promptly publish our findings."
The ASA…
The Protein World Beach Body Ready advert which caused a social media storm last month has escaped a ban from the Advertising Standards Authority (ASA), despite racking up 378 complaints.
The poster ad for the slimming product, which showed a woman in a bikini alongside the text 'Are You Beach Body Ready?', resulted in a huge backlash from London Underground commuters who raised concerns that it was socially irresponsible and presented an unhealthy body image.
The ASA had already told Protein World to remove the ad before its investigations due to its concerns about a range of health and weight loss claims. and undertook a separate investigation to establish whether the ad was in breach of the advertising rules on harm, offence and social responsibility.
The watchdog said that although it understood the claim 'Are you beach body ready?' invited readers to think about their figures, it did not consider the image of the model would shame women who had different body shapes into believing they needed to take a slimming supplement to feel confident wearing swimwear in public.
Speaking to The Drum eating disorder charity Beat said that it found the ruling "extremely disappointing" and argued that the advert…