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Home » Fitness » Controversial Khlo Kardashian Fitness Ad Is Cleared for Use, Despite Body-Shaming Complaints – Glamour

After receiving over a dozen complaints, Britain's Advertising Standards Authority (ASA) has officially cleared a controversial advertisement featuring Khlo Kardashian for use on the London Underground, according to the BBC.

The ad from fitness brand Protein World featured a photo of leotard-clad Kardashian beside text reading, "Can you keep up with a Kardashian? Take The Protein World 30 Day Challenge." Fourteen individuals complained to the ASA that the ad was "socially irresponsible," both promoting body shaming and encouraging unhealthy dieting habits. Others accused the brand of "massively" photoshopping the image.

The ASA, however, determined that Protein World's advertisement "promoted Khlo Kardashian's body image as desirable and aspirational; this was supported by her pose and the airbrushed style," adding, "We did not consider that she appeared to be out of proportion or unhealthy."

The organization continued, saying, "We acknowledged that the use of the terms 'Can you keep up with' and 'challenge' could be interpreted as having a competitive quality, but we did not consider that the terms or the ads overall encouraged excessive weight loss or other extreme or potentially harmful dieting behavior. We therefore concluded the ads were not socially irresponsible."

This is not the first time that Protein World has faced controversy for an Underground advertisement. A 2015 ad featuring a model in a bikini alongside the question "Are you beach body ready?" sparked hundreds of complaints. The ASA ultimately banned the ad from the London Tube but took issue primarily with its weight loss claims rather than its creative content, saying that the imagery was "unlikely to cause serious or widespread offense."

Though the ASA has cleared the Kardashian ad, the decision is not without its own controversy and many are still speaking out against the unhealthy image they believe it portrays.

"People taking the Tube should not have to be bombarded with adverts that imply their bodies arent good enough," London assemblywoman Caroline Russell, who received numerous complaints from constituents regarding the ad, told the Evening Standard. Young people receive this negative message from enough social media channels, and its appalling that this is being reinforced on Tube platforms, against the mayors own policy, when people are taking trips to school, to work, or going out to socialize."

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Controversial Khlo Kardashian Fitness Ad Is Cleared for Use, Despite Body-Shaming Complaints - Glamour

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Home » Fitness » Controversial Khlo Kardashian Fitness Ad Is Cleared for Use, Despite Body-Shaming Complaints – Glamour