article: Campaigners against the new Protein World 'Are You Beach Body Ready?' adverts are celebrating today after learning that they are being taken down. Transport for London (TFL) has revealed that the controversial posters around the London Underground, featuring a bikini-clad model called Renee Somerfield are being removed. The sight of the 24-year-old's toned figure towering above train platforms has caused a stir among  feminists and body image campaigners - a change.org petition calling for the adverts to be pulled has already attracted more than 50,000 signatures. One of the many Protein World posters on the London Underground that have been defaced . Several of the images have also been defaced by bloggers, angry at the perceived insinuation that only women who look like Renee are ready to go to the beach. The Advertising Standards Authority has also received more than 200 complaints from people saying that the adverts promote an unhealthy body image. But today, TFL confirmed that it was pulling the posters down, because they had come to the end of the three-week advertising period that Protein World had paid for. The company also said it had taken note of the reaction from customers to the advert and that they would bear it in mind if they received a request to put up posters of a similar nature in future. The posters are now being removed from the London Underground . A TFL spokesperson told MailOnline: 'This advertisement will begin to be removed from our network as scheduled from tomorrow. 'We have received one complaint about it and we will be guided by The Committee of Advertising Practice (CAP) and Advertising Standards Authority (ASA) if a similar advert were to be submitted again. 'We have zero tolerance towards graffiti on the network and take action to prevent it and remove it.' The removal of the posters comes as a protest organised against Protein World in Hyde Park on May 2 gathers steam - hundreds of people are expected to attend the rally in central London. The posters have caused a huge backlash on social media, with thousands of tweets directed at the campaign. One user called Catrin Stewartwrite: 'You clearly know what you're trying to sell with that offensive, unrealistic and sexist advert.' Another called Livy Christophers ‏said: 'YOU don't get to tell women what is offensive. "Are you beach body ready" really means "why don't you look like this."' Online fitness store Protein World, who claim that the image is entirely unPhotoshopped, have been actively engaging in the furore on social media, strongly defending their campaign with some biting responses to aggrieved Tweeters . Online fitness store Protein World, who claim that the image is entirely unPhotoshopped, have been actively engaging in the furore on social media, strongly defending their campaign with some biting responses to aggrieved Tweeters. 'We are a nation of sympathisers for fatties,' a spokesperson for Protein World tweeted to one user after she signed the change.org petition calling for the removal of the advert. 'Why make your insecurities our problem?' TV presenter Susanna Reid described the campaign for protein shakes, which features a toned swimwear-clad model alongside the slogan 'Are you beach body ready?', as 'anxiety inducing' during an interview with the fitness brand's Head of Global Marketing on Monday morning. The Good Morning Britain presenter and her co-host Ben Shephard grilled Richard Staveley about the uproar surrounding the poster, which has attracted the wrath of many social media users. Many have been outraged that the advert appears to suggest women cannot go on the beach in a bikini unless they look like the slim model in the advert. 'What if my only goal is to be on a beach?', Susanna asked Richard, adding, 'Am I irrational by finding that advert a little bit anxiety inducing?' Weighing in on the debate: Susanna Reid revealed she found the controversial Protein World advert 'anxiety inducing' on Good Morning Britain on Monday . Security threat: Staveley revealed police were investigating a bomb threat made to the company . The Protein World boss defended the campaign, saying: 'That may be but we are a fitness brand, our own aspirations are to make the nation healthier and ask each one of us to set our sights higher, to be fitter, to be healthier and actually have an inner and outer confidence within ourselves.' The TV stars also addressed the company's blunt responses to Twitter complaints, including 'why make your insecurities our problem' and 'grow up'. But Staveley believes the reaction is justified, saying, 'There is an irrational minority who have decided to interpret it in that way.' Susanna, 44, retorted: 'Do you think everybody who objects to it is irrational? Am I an irrational extremist?' Defending Protein World: Richard Staveley, Head of Global Marketing, insisted the company's advert wasn't meant to offend and was targeted at health-conscious individuals looking to get fit in time for summer . The company boss revealed Protein World has received 'threats on our head office, physical and violent threats'. He added: 'We had a bomb threat ... that’s been reported to the police. It’s currently being investigated.' Staveley concluded his appearance on the ITV show by declaring that it had been a 'fantastic campaign' for the brand and they won't changing their advertising methods in future. The Advertising Standards Authority (ASA) said it has received 216 complaints about the advert and is 'carefully assessing' the complaints to 'establish if there are grounds for further action'. Sales of protein powder - which can be priced up to  £45 per kilogram tub - are rocketing in the UK, growing from £73m in 2007 to £170m in 2012. They are expected to reach £358m by 2017, according to the market-analyst Euromonitor, as gym-going Brits add the stuff to post-workout smoothies and drinks in a bid to build muscle. Meanwhile, Katie Hopkins came to Protein World's defence, tweeting: 'Chubsters, quit vandalising Protein World ads and get your arse running on the road. Feminism isn’t an excuse for being fat. Eat less, move more.' And writer Samantha Brick, who is open about feeling confident about her looks, posted a provocative update on Facebook: 'Just ordered MY size 8 yellow bikini for my beach hols in June. I WILL be bikini ready. *That* ad TOTALLY worked for me.'
highlights: Transport For London are removing 'Are You Beach Body Ready?' posters .
  TFL say Protein World has come to end of three-week ad placement period .
  A rally has been organised against Protein World in Hyde Park on May 2 .
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