9 Adds for Protein World’s controversial adverts featuring a bikini-wearing model: “Are you beach body ready?” Original Add

The Advertising Standards Agency is investigating the Protein World campaign after receiving 216 complaints relating to the potentially "offensive, irresponsible and harmful" nature of the advertising and that it could be promoting body image issues.

The original poster, from Protein World, has been subject to much controversy, with many citing it as 'body-shaming'

Swimwear retailer strikes back at 'beach body ready' campaign with plus size model Ashley Graham

'Yes. We are beach body ready': An unknown internet source has recreated the controversial Protein World ad, with curvy alternatives

Adverts featuring bikini- clad, size 14 model Jocelyn Corona are emblazoned with the words ‘Every Body is Beach Body Ready’ in direct response to the Protein World version featuring a super-slim model asking passers-by ‘Are you beach body ready?”

A Scottish graphic designer has given the controversial Protein World campaign a revamp to include curvier models.

A Scottish graphic designer has given the controversial Protein World campaign a revamp to include curvier models. 2

A Scottish graphic designer has given the controversial Protein World campaign a revamp to include curvier models. 3

Protein World reworked ad

Protein World “We absolutely have no intention of removing the adverts because of a minority making a lot of noise.”