Natasha Devon says Sadiq Khan was right to ban 'Beach-Body Ready' tube ad

Natasha Devon MBE on the 'Beach Body Ready' Tube advert and Sadiq Khan's ban

The London mayor has put to an end adverts that could 'body shame' on the underground

Tuesday, June 14, 2016

Writer Natasha Devon MBE has supported Sadiq Khan for his ban against adverts which have the potential to "body-shame" on the London Underground.

The London Mayor announced on Monday that Transport for London will no longer put adverts deemed as "body-shaming" in tube stations, after they received 378 complaints about an ad from Protein World last year. It featured a slender woman and the slogan "Are You Beach-Body Ready?"

Devon, who has struggled with bulimia in the past, explained why the advert created a major backlash.

"There were many things that came together to make it controversial," she told Jonny and Ash. "It wasn't just about the body shape and size of the woman, it was the slogan.

"There was the implication you're not beach-body ready unless you look a certain way. It encapsulated, for women, all the worst aspects of the advertising industry. 

"It was the straw which broke the feminists' back. When did it become okay for corporations with multi-million pound budgets used specifically to make us feel insecure buy spaces and become the wallpaper of the world?"

Devon, a member of the Self-Esteem Team who speak about positive body image in schools, championed the London Mayor for his decision. 

" I was really happy when I heard about this, and was surprised when he received a backlash for it," she added. "I think, like a lot of people, I have questions about how Sadiq is going to assess what constitutes body shaming.

"I don't know whether he's enlisting a panel of experts. I'd love to have a conversation with him about it.

"But I have to support this. I believe he's doing it for the best possible reasons."