The backlash against these weight loss adverts shows no sign of abating.
Online, people have been incredibly critical since these posters went up in stations on the London Underground.
And in the real world, people have been making their voices heard too.
These images were pasted on a Facebook campaign group:
Bloggers Fiona Longmuir and Tara Costello, pictured below, are organising a 'taking back the beach' event in Hyde Park on May 2.
Now, more than 40,000 people have signed a petition demanding the billboards be removed. But the company Protein World is adamant they won't.
In a statement, Protein World said:
It is a shame that in 2015 there are still a minority who aren't focusing on celebrating those who aspire to be healthier, fitter and stronger.
Renee, our stunning model, falls well within what the British Government deem to be a healthy weight, based on the BMI system.
We now run Britain's largest protein facility, selling our products in over 50 countries to more than 300,000 customers. Most of them are women. How could we possibly be sexist?
Getting 'beach ready' is not a new concept. It's a fashion that is followed by millions (admittedly not everybody as we have seen!) around the world when they look forward to their summer holiday. We absolutely have no intention of removing the adverts because of a minority making a lot of noise.
Meanwhile, the model in the campaign, Renee Somerfield, told the 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."
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