Khloe Kardashian’s new ‘weight loss’ advert slammed in London for ‘body shaming’ women

Khloe Kardashian has bragged about her ‘revenge body’ and even has her own TV show helping others lose weight to become happier in their own bodies – but, critics are far from happy with her new advert in London.

The Keeping Up With The Kardashians star is the new face of Protein World and a new London Tube billboard campaign has left a bitter taste in people’s mouths as she poses in a skimpy leotard.

The same company that was forced to take down its ‘are you beach body ready’ campaign in 2015 has been slammed again for its latest efforts.

Happy and healthy in my @goodamerican denim for @healthmagazine 😁

A post shared by Khloé (@khloekardashian) on

London Mayor Sadiq Khan recently declared there would be a big drive to block ads that would make people, in particular women, “ashamed of their bodies”, after the controversial bikini ad.

Khloe, who has lost over 50lbs, promotes its 30-day ‘slender’ weight loss plan and has been regularly sharing videos of her mixing up the shakes on her Instagram page. But it’s the Tube ads that have got people riled.

On the Protein World’s website, Khloe is quoted about what it took to get her “dream body” and saying that it requires “dedication and literal sweat and tears”.

The tag line even reads: “can you keep up with a Kardashian?” (We’ve heard that one before).

Complaints have been flooding in about the advert, with Green Assembly member Caroline Russell telling the London Evening Standard: “People taking the Tube should not have to be bombarded with adverts that imply their bodies aren’t good enough.

“I am urging the Mayor to look again at these adverts that challenge young people to ‘keep up’ with reality stars known for idealised and unrealistic body shapes. He needs to enforce his own guidelines and live up to his manifesto promise to Londoners.

“Every body is a good body and TfL should be promoting inclusion and making their stations welcoming spaces. Allowing these adverts risks making people lose confidence in themselves.”

While Martha Jane Edwards vented on Twitter: “Protein World are at it again. Don’t want to see a hypersexualised Kardashian promoting unhealthy eating habits during my tube journey.”

A spokesman for the Mayor said: ‘This advert was closely reviewed and deemed to comply with the new TfL advertising policy that bans adverts that could pressurise people to conform to unhealthy or unrealistic body images.’

About the author

Claire Rutter

Entertainmentwise Staff Writer