A Tube advert that includes Khloe Kardashian, by the corporate behind the controversial “seashore physique prepared” marketing campaign, has been cleared to be used.
The poster confirmed the truth star carrying a leotard alongside the textual content: “Can you retain up with a Kardashian?”.
The Promoting Requirements Authority (ASA) obtained 14 complaints about Protein World’s “socially irresponsible” promotion.
But it surely dominated the marketing campaign didn’t “encourage dangerous weight-reduction plan behaviour”.
The agency informed the ASA the general response to the advert was that it was motivating and empowering, and it didn’t consider it was socially irresponsible.
It added that Transport for London had authorised the poster.
The watchdog determined the adverts “promoted Khloe Kardashian’s physique picture as fascinating and aspirational; this was supported by her pose and the airbrushed fashion”.
“We didn’t take into account that she seemed to be out of proportion or unhealthy.”
It mentioned folks would perceive the phrase “Can you retain up with a Kardashian?” as a reference to TV sequence Maintaining with the Kardashians, and using Protein World’s merchandise to “obtain a fascinating physique picture”.
The ASA added: “We acknowledged that using the phrases ‘Can you retain up with … ‘ and ‘problem’ may very well be interpreted as having a aggressive high quality, however we didn’t take into account that the phrases or the adverts general inspired extreme weight reduction or different excessive or probably dangerous weight-reduction plan behaviour.
“We due to this fact concluded the adverts weren’t socially irresponsible.”
The agency’s 2015 advert marketing campaign, which requested “are you seashore physique prepared?” drew 380 complaints amid widespread social media outrage.
Adverts in Tube stations – which featured a mannequin in a yellow bikini – have been defaced.
Then, the ASA had already dominated the advert couldn’t seem once more in its present type on account of issues with its well being and weight reduction claims nevertheless it concluded it was “unlikely to trigger severe or widespread offence”.