Protein World have caused major controversy with a recent weight loss advert.
The billboard features Australian model, Renee Somerfield, flaunting her toned body in a bikini, next to te words "ARE YOU BEACH BODY READY?".
The ads which are on display around the London Underground have sparked outrage. A change.org petition has been started, social media anger, and the posters are being destroyed. Some people believe that the message is stating that only women who look like Renee are ready for the beach.
"We are a nation of sympathisers for fatties," Protein World tweeted to one user who asked for the adverts to be removed. They then added: "Why make your insecurities our problem?"
Renee has now responded to critics of the ad by saying they are body-shaming her while they blame the campaign of body-shaming.
The model told Huffington Post: "I think nearly every ad campaign you have ever seen is open to interpretation. But saying the ad is body-shaming by body-shaming the image is very contradictory. Two wrongs don’t make a right."
"I am a real person behind the image. I work very hard and live a healthy and active lifestyle which is why Protein World chose me for their campaign. I couldn’t work every day as a full time model by starving myself, dieting or not looking after my body. Nourish your body, be kind to it and it will love you right back, no matter your size," she added.
She went on to say: "I agree that ALL bodies are ‘beach body ready’. Skinny, curvy, muscular, petite, tall, short, young and old. Confidence is beautiful no matter what size you are…. Your reflection doesn’t define your worth."
Many people have praised Renee for her honest and mature response to her critics.
She finished off by stating: "Confidence comes from how you feel. I feel my best and my most confident when I am fit and toned…. I love moving, being strong and always full of energy. I think there is definitely a noticeable difference between ‘skinny-toned’ and ‘skinny-soft’ – you know when a girl works for her body."