Two ads for Protein World featuring reality TV star Khloe Kardashian have escaped a ban from the Advertising Standards Authority (ASA), following a backlash over whether the campaign promoted an unhealthy approach to slimming down.
A poster and digital outdoor ad for the weight-loss supplements brand featured an image of the Keeping Up With the Kardashians star in a leotard alongside text reading: 'Can You Keep Up With A Kardashian? Take the protein world 30 Day Challenge'.
The billboards, which appeared on the London Underground in February, provoked a backlash online from campaigners and commuters complaining to both London mayor Sadiq Khan and Transport for London (TfL).
Despite 14 complaints from the public questioning whether the posters promoted an "unhealthy and competitive" attitude towards to dieting and whether they were socially irresponsible, the watchdog chose not to ban the ad.
It's not the first time creative from the Protein World has caused a stir. Back in 2015 the firm's infamous 'Are You Beach Body Ready' posters were vandalised by protesters and clocked up 360 Advertising Standards Authority (ASA) complaints.