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London's 'Beach Body' Ads Getting Heat From Protesters

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Advertisements that display the slogan, "Are you beach body ready?" next to a toned and tanned female model are being targeted by protesters in London.

According to a Change.org petition, Protein World's ads for weight-loss supplements aim to make people "feel physically inferior to the unrealistic body image of the bronzed model, in order to sell their product."

Around London, people have been destroying the ads in acts of vandalism - and now a demonstration called "Taking Back the Beach" is set to take place on Saturday, where people will gather to celebrate beach bodies of all sizes.

"Beach ready means different things for everyone, and we want to see all of them," the event's Facebook page stated.

'They're terrorists'

Protein World's Chief Executive Arjun Seth is defending the company and the products, however, calling protesters "terrorists" and "extremists."

In terms of the 50,000+ signatures the Change.org petition has already garnered?

Seth claims he will only take notice of the petition if one million signatures are gathered.

According to the petition's website, many of the ads will be taken down soon - but the reason they are being pulled is not yet confirmed.

"The question I would like to pose to whoever gave this advert the go-ahead would be: What is 'Beach Body Ready'? And who would not be?" the petition stated.

Source: Change.org, Channel 4 News
Image courtesy of Sura Nualpradid/FreeDigitalPhotos.net