Women Are Improving This “Beach Body” Advert With Their Own Body-Positive Messages

The advert, for the "fitness and sports nutrition" store Protein World, caused a stir on social media – so women began vandalising the posters on the tube.

A spokesperson for Transport for London confirmed to BuzzFeed UK News that the adverts are being removed from the underground. They said the posters were at the “end of their advertising cycle” and that although they had seen press about the ads, they were unable to confirm whether official complaints had been been made. TfL provided an official statement: “This advertisement will begin to be removed from our network as scheduled from tomorrow. We have received one complaint about it and we will be guided by The Committee of Advertising Practice (CAP) and Advertising Standards Authority (ASA) if a similar advert were to be submitted again. We have zero tolerance towards graffiti on the network and take action to prevent it and remove it.”

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BuzzFeed News also contacted the advertising partner for TfL, Exterion Media Metro Services. An Exterion Media spokesperson said:

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