Juliette Burton, an actor and comedian, told BuzzFeed News that she tweeted the company because as a teenager she had struggled with anorexia, bulimia, being overweight, and compulsive overeating. She was also diagnosed with depression, anxiety, and bipolar disorder.

"I now campaign and perform comedy to break down stigma and encourage body confidence," she said. When the company sent her the above tweet, Burton said: "Using a winky face doesn't make up for psychological abuse of ads like this."