Adverts featuring a woman in a bikini swimming costume advertising a dietary company 'Protein World' ask: "Are you beach body ready?" in capital letters.
Hundreds of offendatrons have now signed an online petition calling for the posters to be removed amid widespread criticism online and the advert is now under investigation from the advertising watchdog after they appeared on London's Tube network.
The petition alleges: "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."
These are the same offendatrons that took to Twitter outraged when Katie Hopkins dared to suggest that Chloe Madeley might consider covering up, after posting pictures of her "beach ready body" on social media.