It’s no secret that Khloé Kardashian’s extreme weight loss has gotten the attention of fans everywhere in recent months. But her participation in a weight loss ad has landed her in hot water this week.
The 32-year-old’s recent partnership with Protein World, a company she’s posted about constantly on Instagram, has fans accusing the KUWTK star of promoting a “socially irresponsible” body image.
The ad, which debuted in the UK, features KoKo in a white leotard with leg warmers and reads, “Can you keep up with a Kardashian? Take the Protein World 30 day challenge.”
The advertisement has garnered 14 complaints from critics, who claim it’s promoting an unhealthy and competitive motivation to lose weight.
The company insists the ad is meant to be “motivating and empowering” rather than unhealthy, but Protein World has a long history of upsetting body-positive advocates on Instagram, and has been targeted with hundreds of angry tweets.
Though she’s receiving major flack, the former talk show host has always endorsed a healthy outlook while talking about her struggle with being deemed the “fat sister.”
“I used to be someone that they would label as ‘plus-size,’ and f–k that!” she said at Fortune’s Most Powerful Women Next Gen conference. “I don’t want to be called that! I’m a woman with curves, I’m what I would say is average-size at the time. I was very proud of who I was, and I felt so shamed … I still don’t think I was big. I know I was bigger than I am now, but I was like, ‘I am sexy and hot, and I want to be in a body-con dress and a pair of jeans,’ and that was just me. I think you should be confident and comfortable in your own skin.”
It seems the Kardashians aren’t having much luck with advertisements these days as little sis Kendall Jenner was recently the main focus of a controversial Pepsi ad.
Both sisters have stayed silent about their respective media blunders.