More than 40,000 people have signed a petition in protest at an advertisement which asks "Are you beach body ready?"
The Protein World advert, which appears in London Underground stations, features a model in a bikini and is advertising the brand's weight loss collection. Words: PA.
The change.org petition, which has more than 43,000 signatures, says: "Protein World is directly targeting individuals, aiming to make them feel physically inferior to the unrealistic body image of the bronzed model, in order to sell their product.
"Perhaps not everyone's priority is having a 'beach body' (by the way, what is that?), and making somebody feel guilty for not prioritising it by questioning their personal choices is a step too far.
"A body's function is far more intricate and important than looking 'beach ready', so in fact it is Protein World who have confused their priorities, if anyone."
Critics of the advertising billboard have started the hashtag #everybodysready on Twitter, while some have posted pictures of the poster with writing scrawled across it, such as "f*** off".
- Lisa Campbell (@LashesC) April 27, 2015
Protein World's Twitter account tweeted that it is "Here to motivate, not commiserate", and used the hashtag #getagrip.
According to its website, Protein World is "leading the protein revolution with a new and innovative range of pure, GMO-free supplements to help you become healthier, leaner, fitter and stronger".
It says their weight-loss supplements will "help raise your metabolism and burn fat fast".
Katie Hopkins, who has been outspoken about weight in the past, tweeted: "Chubsters, quit vandalising Protein World ads and get your arse running on the road. Feminism isn't an excuse for being fat. Eat less move more."
She added: "Ads for 'beach body ready' vandalised. Society has huge acceptance for being fat - but masses of abuse for being skinny."
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