Thousands were angered in London by a billboard campaign by Protein World, an online store promoting fitness and sports nutrition.
In the billboards, various bikini models and male fitness models appear next to the text "Are you beach body ready?"
Quickly, thousands responded by signing a petition at change.org asking for the removal of the advertisements. The petition accuses Protein World of making people "feel physically inferior to the unrealistic."
Some Londoners have taken more overt action and defaced posters and billboards throughout London's Underground stations:
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