BOOTS has been accused of body-shaming women in their new advertising campaign which tells women to “tone up, not bulk up”.
Furious social media users have branded the campaign for the company’s new MBody protein range “predatory upon women’s insecurities”.
The ad features a range of different protein powders – typically priced at £12.80 for a 400g bag – and includes a video showing a slender woman exercising with a kettlebell weight.
The words “tone up not bulk up” then appear across the clip in large letters.
On their website, Boots write: “When you think of protein powders, you probably still picture huge tubs and pictures of muscly models.
“It’s no wonder, then, that women are far less likely to have tried protein powders than men.”
Social media users, both male and female, have been left furious by the campaign branding it “shocking” and “appalling”.
The ad came to light when confidence blogger Peach Lee Ray blasted the company on Facebook claiming Boots are “misinforming women”.
She wrote: “Disappointed that Boots UK is spreading this misinformation to women.
“So many women are scared to invest in their health and fitness because they worry about ‘bulking up’, gaining ‘too much’ muscle and not feeling feminine.
“The fitness industry has used the idea of ‘toning’ and it continues to support the idea that women should not be muscular or take pride in a certain bodily aesthetic.”
She added: “If you have the type of body type that gains muscle then you should be proud of who you are and what you look like.
“It isn’t bad for a woman to be muscular. It doesn’t make you less feminine or desirable, we should embrace ourselves in all of our variety.
“Screw this noise. Bulk up if you want to. Be muscular if you want to. It’s your body and this BS fitness industry shouldn’t be spreading these messages.”
Dozens of outraged Facebook users supported the post.
Sarah Katie said: “I’m inclined to extrapolate that this campaign is probably targeted to the uneducated demographic regarding exercise. Some women really do have this weird fear of “bulking up” if they start to work out …again, the uneducated crowd.
“That being said, I agree with everything you’re saying because it’s predatory upon women’s insecurities, just as most commercialized diet and exercise regimes do so.
“This message is for sure predatory both for preying on both the assumption of women’s lack of knowledge regarding how physiology and biokinetics operate. And also the fundamental insecurities that exist about how we are supposed to look.”
Kristy Gunning wrote: “Hate ads like this we should be able to choose how we look.
“Everyone has their own opinion but we should be trying to make ourselves feel better about ourselves then keep looking at silly ads like this and trying to look a certain way because they see it on Facebook or Instagram. Be you and be proud of it.”
Natalie Roser said: “ Screw you Boots UK.”
Hayley Wharton wrote: “Absolutely shocking.”
Gina Sinclair said: “Appalled to be honest.”
Kallum Baxter added: “Bulking does not mean pure mass. Obviously womens genetics are different to men.
“Men can bulk massively where as women will tone before bulking up there is no shame in doing so it’s still fitness and looking after yourself. Also making yourself look and feel so much better.
“Boots can f*** right off.”
In 2015, the Advertising Standards Authority (ASA) banned a controversial Protein World ad for misleading health claims.
The posters to promote the diet supplements caused outrage after they featuring a slender bikini-clad model alongside the line “Are you beach body ready?”
The ASA also launched a “social responsibility probe” into the company for the highly criticised ad.
Last year Boots came under fire for an in-store poster which described white skin as “normal”.
The wording was on a guide to sunscreen poster ro help customers choose the best SPF for their skin type.
Boots apologised and removed the poster, claiming it only appeared in one branch.
