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Model Maria Fowler Sparks Fat Shaming Debate Over Protein World Ad

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TOWIE star Maria Fowler is another personality that came under fire following her comment on how people should ‘fat shame’ posters of plus-sized people. Her statement was in response to a series of backlash on the latest Protein World “Are you Beach Body Ready?” ad that many claim to be promoting ‘fat shaming’, due to the slim bikini clad model shown on the posters.


The 28-year-old glamour model controversially stated that ‘fat shaming’ plus-sized people on posters is preferable than declaring people like fitness model Renee Somerfield, who was featured on the Protein World commercial, as ‘disgraceful’.


Fowler vented out a lengthy rant on the social networking site, Twitter with these words:

“Why are protein companies getting slated for advertising with FIT looking models. These companies are promoting a healthy lifestyle not starvation tactics. There’s never been so many mainstream ways of getting fit & healthy with fitness programmes, these companies promote exercise alongside protein powders. People should try it before they start vandalising advertisements.”

Her outburst came shortly after it was revealed that nearly 50,000 people signed a petition to ban the advertisement and a bomb threat was received by the company. In an interview with Good Morning Britain, Richard Staveley, the head of global marketing of Protein World, also defended their ad.


“That may be but we are a fitness brand, our own aspirations are to make the nation healthier and ask each one of us to set our sights higher, to be fitter, to be healthier and actually have an inner and outer confidence within ourselves.”

Staveley further added that Protein World will not be changing their advertising method anytime soon. English television personality Katie Hopkins also came in the company’s defense via Twitter saying:

“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.”

The Advertising Standards Authority has received a total of 216 complaints about the advertisement and is currently assessing them to establish grounds for further action to be taken.


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