Protein World are no stranger to body-shaming controversies, but add a Kardashian into the mix and you've got an extra weighty problem.

Two years ago Protein World suffered backlash for their "Are you beach body ready?" posters on the London Underground which drew 380 commuter complaints.

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Earlier in 2017, a poster from the company featuring the US reality TV star with the text "Can you keep up with a Kardashian?" prompted calls from commuters for London's City Hall to ban the ad.

However, in May, the tube – which sees the 32-year-old suggestively pose in a high-rise white leotard with matching legwarmers – has been cleared of being socially irresponsible.

The ad originally attracted complaints due to it promoting an unhealthy and competitive approach to dieting and fitness.

Khloe Kardashian
Khloe Kardashian stars in E! series Keeping Up With The Kardashians Lisa Maree Williams / getty

One of its critics was Green Assembly member Caroline Russell, who claimed that she received complaints about the poster.

She previously told the Evening Standard: "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."

Protein World told the Advertising Standards Authority (ASA) that the overall response to the Khloe Kardashian campaign was that it was motivating and empowering. They believe that it is not socially irresponsible.

They also claimed that Transport for London were happy with the ad and that it complied with its own regulations.

The ASA said: "We considered that the ads promoted Khloe Kardashian's body image as desirable and aspirational; this was supported by her pose and the airbrushed style.

"However, we did not consider that she appeared to be out of proportion or unhealthy."

"We acknowledged that the use of the terms 'Can you keep up with... ' and 'challenge' could be interpreted as having a competitive quality, but we did not consider that the terms or the ads overall encouraged excessive weight loss or other extreme or potentially harmful dieting behaviour.

"We therefore concluded the ads were not socially irresponsible," they said.