Protein World responds to beach body ad backlash

With unbelievably virulent tweets

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Fitness is an incredible thing that holds many benefits - just read what Lena Dunham says about how it improves her mental health. What doesn't hold any benefits are body-shaming ads, such as those from Protein World, which seem to imply all women need to lose weight before they are 'beach body ready'. 

Read the ELLE response to the Protein World ads now

We wish we could say that the shouty, judgey ads from Protein World are their only offence, but one glance at their Twitter feed is telling another story. In a case of extremely poor PR, they've responded to concerns about the message that's depicted in their ads with a slew of petty tweets, calling users "insecure".
<blockquote class="twitter-tweet" lang="en"><p><a href="https://twitter.com/JulietteBurton">@JulietteBurton</a> <a href="https://twitter.com/UKChange">@UKChange</a> why make your insecurities our problem��</p>&mdash; Protein World (@ProteinWorld) <a href="https://twitter.com/ProteinWorld/status/591356320818798592">April 23, 2015</a></blockquote>
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<blockquote class="twitter-tweet" lang="en"><p><a href="https://twitter.com/JulietteBurton">@JulietteBurton</a> and it&#39;s ok to be fat and out of shape instead of healthy? We are a nation of sympathisers for fatties <a href="https://twitter.com/hashtag/doesnthelpanyone?src=hash">#doesnthelpanyone</a></p>&mdash; Protein World (@ProteinWorld) <a href="https://twitter.com/ProteinWorld/status/591357694826668034">April 23, 2015</a></blockquote>
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<blockquote class="twitter-tweet" lang="en"><p><a href="https://twitter.com/hatkinson_">@hatkinson_</a> Post it in the nearest bin?</p>&mdash; Protein World (@ProteinWorld) <a href="https://twitter.com/ProteinWorld/status/592396503748075520">April 26, 2015</a></blockquote>
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<blockquote class="twitter-tweet" lang="en"><p><a href="https://twitter.com/timfromdagworth">@timfromdagworth</a> As does your tweet �� <a href="https://twitter.com/hashtag/solastweek?src=hash">#solastweek</a></p>&mdash; Protein World (@ProteinWorld) <a href="https://twitter.com/ProteinWorld/status/592094830462918656">April 25, 2015</a></blockquote>
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Since these messages, the company has also been retweeting anti-feminist statements, as well as parading the support of a certain fat-shaming Katie Hopkins. Ridiculous ads or not, Protein World has taken an especially low road in response to concerned tweeters - a poor move that seems to be digging the brand into an even deeper hole. 

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Thousands have petitioned their outrage over the adverts as well as creatively adapting them in tube stations all over London with their own messages.

From the editors of Cosmopolitan.co.uk

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