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 advised the ASA the general response to the advert was that it was motivating and empowering, and it didn’t imagine it was socially irresponsible.
It added that Transport for London had accredited 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 type”.
“We didn’t think about that she gave the impression to be out of proportion or unhealthy.”
It stated individuals would perceive the phrase “Can you retain up with a Kardashian?” as a reference to TV collection Maintaining with the Kardashians, and the usage of Protein World’s merchandise to “obtain a fascinating physique picture”.
The ASA added: “We acknowledged that the usage of the phrases ‘Can you retain up with … ‘ and ‘problem’ might be interpreted as having a aggressive high quality, however we didn’t think about that the phrases or the adverts total inspired extreme weight reduction or different excessive or probably dangerous weight-reduction plan behaviour.
“We subsequently 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 – had been defaced.
Then, the ASA had already dominated the advert couldn’t seem once more in its present type because of issues with its well being and weight reduction claims however it concluded it was “unlikely to trigger critical or widespread offence”.