Did they not learn the first time?

A billboard on the London underground has come under fire for promoting the wrong message to women. The advert for Protein World's 30 day challenge features Khloe Kardashian, along with the tagline "Can you keep up with a Kardashian?" It comes from the same company that caused controversy when they had an advert for weight-loss protein shakes which read, "Are you beach body ready?" The ad sparked so much outrage in 2015 that the Mayor of London, Sadiq Khan, implemented new measures which meant that body shaming ads would no longer feature on billboards along the London underground. Khan brought in stricter advertising regulations in June 2016 for Transport for London meaning ads which promote weight loss will no longer be allowed. This new advert seems to have slipped passed the new rules and has left people very angry.

Protein World - I'm sure Sadiq Khan recently spoke about not allowing ads on the underground that encouraged body shaming, what happened? ? pic.twitter.com/gP1uXGShg0

— Lola Michaels (@lolamichs_comms) February 16, 2017

What a contrast - one advert designed to empower women and the other designed to feed on insecurities #thisgirlcan pic.twitter.com/0bOPBF00ry

— Elizabeth Atherton (@ElizAtherton) February 11, 2017

Protein world needs to do themselves a favour and sack their marketing ppl

— Emily (@emilytuleyx) February 17, 2017

Because that body was definitely achieved using @ProteinWorld products rightttttt ? shameful! pic.twitter.com/5S5GXZs1G7

— sween' (@VickySweeney) February 17, 2017

Protein World are at it again, this time with help from Ms Kardashian. Talk about unattainable body goals – this woman has NO TOES! pic.twitter.com/hZjtmUP44D

— Dinosaur (@dinosaur_co_uk) February 17, 2017

Ladies! Make sure you keep your self-esteem low by comparing yourself to women who have been massively Photoshopped! Thanks @ProteinWorld ? pic.twitter.com/4p5dyJArSO

— Goodness Grief (@OhGoodnessGrief) February 6, 2017

@LBC Dear @SadiqKhan, as you know this isn't first time @ProteinWorld bombarded body-shaming ads upon us. Do the decent thing again. Thanks!

— Vivid Ricky (@VividRicky) February 16, 2017