'I find it a little bit anxiety inducing': Susanna Reid weighs in on controversial Protein World advert debate on Good Morning Britain
Nearly 50,000 people have signed an online petition to ban Protein World's controversial advert.
And Susanna Reid described the campaign for protein shakes, which features a toned swimwear-clad model alongside the slogan 'Are you beach body ready?', as 'anxiety inducing ' during an interview with the fitness brand's Head of Global Marketing on Monday morning.
The Good Morning Britain presenter and her co-host Ben Shephard grilled Richard Staveley about the uproar surrounding the poster, which has attracted the wrath of many social media users and body image campaigners, with some of the ads around the London Underground being defaced.
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Weighing in on the debate: Susanna Reid revealed she found the controversial Protein World advert 'anxiety inducing ' on Good Morning Britain on Monday
Many have been outraged that the advert appears to suggest women cannot go on the beach in a bikini unless they look like the slim model in the advert.
The Protein World boss defended the campaign, saying: '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.'
Uproar: Almost 50,000 people have signed a petition to ban the controversial advert for protein shakes, with many posters on the London Underground being defaced
In the hot seat: Susanna and her co-host Ben Shephard quizzed Protein World boss Richard Staveley on the ITV programme
Another source of public anger has been the company's blunt responses to Twitter complaints, including 'why make your insecurities our problem' and 'grow up'.
But Staveley believes the reaction is justified, saying, 'There is an irrational minority who have decided to interpret it in that way.'
Susanna, 44, retorted: ' Do you think everybody who objects to it is irrational? Am I an irrational extremist?'
Defending Protein World: Richard Staveley, Head of Global Marketing, insisted the company's advert wasn't meant to offend and was targeted at health-conscious individuals looking to get fit in time for summer
Getting a grilling: 'Am I an irrational extremist?', Susanna asked her guest
The company boss revealed Protein World has received 'threats on our head office, physical and violent threats'.
He added: ' We had a bomb threat ... that’s been reported to the police. It’s currently being investigated.'
Staveley concluded his appearance on the ITV show by declaring that it had been a 'fantastic campaign' for the brand and they won't changing their advertising methods in future.
The Advertising Standards Authority (ASA) said it has received 216 complaints about the advert and is 'carefully assessing' the complaints to 'establish if there are grounds for further action'.
Meanwhile, Katie Hopkins came to Protein World's defence, tweeting: '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.'
Security threat: Staveley revealed police were investigating a bomb threat made to the company
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