Khloe Kardashian Underground protein advert criticised for another fierce body - shaming row as critics are calling for the poster to be scrapped. rid the capital of advertising that makes ' women ashamed of their bodies'. A new advertising policy for Transport for London (Tfl) was brought . Most Read. Controversial campaign accused of ' body - shaming ' cleared in UK despite nearly complaints, as it attracts protests in New York. The Guardian - Back to home Protein World 'beach body ready' poster: the advertising watchdog which continued in its submission to the ASA defending the ad. Protein World is back with a new body shaming ad - and it's more sexist than ever. Picture the scene. A dance soundtrack begins, as a series of tanned, toned women in bikinis altmusichub.com women / life /p. Controversial ad rolled out in New York's Times Square Body ad, Protein World has brought its brand of fat - shaming to New York, flipping off critics Read more: Content like a girl, new feminist inspirations for brands feminine voice, citing the Protein World's campaign as one that sets the industry back. Protein World has sparked fresh controversy thanks to a poster on the London Underground featuring its new brand ambassador Khloe Kardashian Protein World ad faces backlash for ' bodyshaming ' young women More objectification from @ ProteinWorld who were pulled up for similar crap last year. But it seems Protein World is back in the public eye and, yet again, not for the right reasons. The company has come under fire for its advert which features Khloe reviewed and deemed to comply with the new TfL advertising policy that people accusing them of body - shaming and airbrushing the image.