The controversial adverts remain banned in the UK over claims of promoting unrealistic weight loss, but a further investigation has ruled they’re not offensive.

The Advertising Standards Agency has ruled that Protein World’s controversial "Are you beach ready?" campaign is “unlikely to cause serious or widespread offence"

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People felt that the adverts portrayed a sexist ideal of the female body and many were defaced with the hashtag, #eachbodysready in an attempt to promote body-image positivity.

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Transport for London subsequently removed the ads, and the Advertising Standards Agency (ASA) said that "the ad could not appear again in its current form" on the grounds of concerns about unrealistic weight loss claims.

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