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 sporting a leotard alongside the textual content: “Can you retain up with a Kardashian?”.
The Promoting Requirements Authority (ASA) acquired 14 complaints about Protein World’s “socially irresponsible” promotion.
Nevertheless it dominated the marketing campaign didn’t “encourage dangerous weight-reduction plan behaviour”.
The agency instructed 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 accepted the poster.
The watchdog determined the advertisements “promoted Khloe Kardashian’s physique picture as fascinating and aspirational; this was supported by her pose and the airbrushed fashion”.
“We didn’t contemplate 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 sequence 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 contemplate that the phrases or the advertisements general inspired extreme weight reduction or different excessive or doubtlessly dangerous weight-reduction plan behaviour.
“We due to this fact concluded the advertisements 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 kind because of issues with its well being and weight reduction claims nevertheless it concluded it was “unlikely to trigger severe or widespread offence”.