Protein World Debate: The obesity crisis is much more worrying than a model who is 'beach body ready'

There’s a big debate in the news at the moment about the Protein World ‘beach body’ advert. 

Photo: Protein World

The ASA (Advertising Standards Authority) has received a number of complaints, stating that the ad is “offensive, irresponsible and harmful because it promotes an unhealthy body image.” Thousands of people have signed an online petition, arguing that “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.”

The debate has developed so much so, that a protest is due to take place this weekend and there has even been an alleged bomb threat against the Protein World head office.

I’ll be honest, I find it all a bit puzzling.

If you take a look at billboard ads in any big city, open up any magazine, visit most fashion websites or watch a TV advert break, you’ll easily find a model who is the same size as the one in question, yet nobody kicks up a big fuss.

The model in question has a crackin’ bod. She’s not emaciated like a lot of high fashion models are. She has boobs, she has hips – she has a feminine shape. Yes, you can see a slight hint of her ribs, but she still looks healthy and fit.

I truly believe that high fashion brands and magazines are much more irresponsible when it comes to promoting unrealistic body ideals. I think images of gaunt young men and women walking down a catwalk are 100 times more harmful, especially to impressionable teenagers.

Photo: Peter Duhon

Richard Staveley, head of marketing at Protein World, has defended the image, stating that the company simply wants to “encourage a healthier, fitter nation.” Well, who can actually argue with that? The results are in and it’s official – we are a nation of fatties, with one in every four adults being classed as overweight or obese.*

The UK has the highest level of obesity in Western Europe and obesity levels have more than trebled in the last 30 years. In fact, it is predicted that MORE THAN HALF the population will be classed as obese by 2050. That is really frightening. Especially when you consider the health consequences that come with being overweight or obese – it increases the risk of serious illnesses such as type 2 diabetes, cancer, heart disease, stroke and high blood pressure.

I think that is far more worrying than a model on a billboard.

*figures taken from NHS.uk