Protein World is no stranger to controversy. The fitness company is responsible for the now infamous “Are you beach body ready” advert which triggered a massive backlash two years ago.

After a massive campaign against the advert, Sadiq Khan, the Mayor of London, chose to ban adverts which promote unrealistic expectations about body image from the capital’s transport networks last summer.

But it seems Protein World is back in the public eye and, yet again, not for the right reasons. The company has come under fire for its advert which features Khloe Kardashian, with critics arguing it could cause confidence issues among young women.

Despite the fact it has triggered a backlash on Twitter, TfL has said the advert featuring the reality TV star, who is the sister of Kim, would not be covered by Mr Khan’s ban. A spokesman for the Mayor told the Evening Standard: “This advert was closely reviewed and deemed to comply with the new TfL advertising policy that bans adverts that could pressurise people to conform to unhealthy or unrealistic body images.”

The advert features a picture of Khloe in a revealing leotard and is part of the company’s 30-day weight-loss challenge. It asked, “Can you keep up with a Kardashian?”

Green Assembly member Caroline Russell, claimed she had received complaints from her constituents about the advert and voiced her concerns about the ban.

“People taking the Tube should not have to be bombarded with adverts that imply their bodies aren’t good enough.

“Young people receive this negative message from enough social media channels and it’s appalling that this is being reinforced on Tube platforms, against the Mayor’s own policy, when people are taking trips to school, to work, or going out to socialise.

“I am urging the Mayor to look again at these adverts that challenge young people to ‘keep up’ with reality stars known for idealised and unrealistic body shapes. He needs to enforce his own guidelines and live up to his manifesto promise to Londoners.

“Every body is a good body and TfL should be promoting inclusion and making their stations welcoming spaces. Allowing these adverts risks making people lose confidence in themselves.”

The Most Controversial Fashion Adverts Show all 9 1 /9 The Most Controversial Fashion Adverts The Most Controversial Fashion Adverts YSL, 2000 The infamous Yves Saint Laurent Opium perfume advert featuring a naked Sophie Dahl was removed from billboards as it was deemed "sexually suggestive and unsuitable to be seen by children", although was allowed to run in certain fashion magazines. It is the eighth most complained about advert, receiving 948 complaints. The Most Controversial Fashion Adverts Agent Provocateur, 2001 The lingerie ad saw Kylie Minogue writhe on a rodeo bull and was only permitted to be shown in cinemas. The campaign was banned from all UK television channels, except BBC1. The Most Controversial Fashion Adverts Wonderbra, 1994 Eva Herzigova's Wonderbra campaign was thought to have caused car accidents, such was its provocative appeal. The Most Controversial Fashion Adverts Dolce & Gabbana, 2007 The label's 2007 advert was banned in Spain after it was thought to "glorify rape". Designer Stefano Gabbana stated that the image was intended to show “an erotic dream, a sexual game”. The Most Controversial Fashion Adverts Miu Miu, 2011 Miu Miu's campaign starring Hailee Steinfeld, sitting crying on a train track, was banned in Britain, after it was decided that the image depicted a child in an unsafe location. The Most Controversial Fashion Adverts Marc Jacobs, 2009 Dakota Fanning was 17 when Juergen Teller shot her for Marc Jacobs. The picture was thought to "sexualise children" and was banned. The Most Controversial Fashion Adverts Tom Ford, 2007 A not-so-subtle message from Tom Ford, photographed by Terry Richardson. The campaign was banned in several countries. The Most Controversial Fashion Adverts Sisley Shot by the controversial photography Terry Richardson, this advert made a play on the word 'fashion junkie'. The Most Controversial Fashion Adverts Calvin Klein, 1995 Calvin Klein are known for a string of controversial campaigns (including a picture of 17-year-old Kate Moss straddling Mark Wahlberg), but this 1995 image shot by Steven Meisel provoked negative response from child welfare authorities and the consequently brand withdrew it.

The advert has caused outrage on Twitter with people accusing them of body-shaming and airbrushing the image.

“Can I keep up with a Kardashian? Better than you can keep up with feminism, mate,” said Cordi Morrison.

“Why spend 30 days on @ProteinWorld when 10 minutes of photoshop will do the exact same thing? #KeepUpWithYourself,” said Clare Francessca.

"I remember when I first started I was so frustrated that I did not have this body in the first week I started working out," Khloe says on Protein World's website. "Obviously if it was easy everybody would have their dream bodies, but it takes work and perseverance. It takes dedication and literal sweat and tears. That said, it's the most rewarding feeling ever."

Protein World’s ubiquitous yellow posters for their meal replacement collection caused a massive backlash two years ago. Some adverts were defaced with slogans such as “you are lovely as you are” and a petition demanding the removal of adverts amassed almost 50,000 signatures within just a few days and prompted a beach-themed demonstration in London which women and men of all shapes and sizes attended in their swimwear.

Protein World outrightly denied suggestions that the campaign objectifies women at the time. The brand later claimed that publicity from the furore had generated an additional £2 million in sales.