Flat Tummy Co. is causing controversy (again) with a huge billboard in the middle of NYC.

By Macaela Mackenzie

Remember those appetite-suppressing lollipops that Kim Kardashian got criticized for promoting on Instagram earlier this year? (No? Catch up on the controversy.) Now, Flat Tummy Co., the company behind the controversial lollipops, is getting slammed by eating disorder survivors on social media for a billboard they recently put up in the Times Square area of New York City.

The billboard-which reads, "Got cravings? Girl, tell them to #suckit."-was bound to get body-positivity activists riled up. Not only do critics feel that the company itself promotes an unhealthy body image, but people on Twitter are attacking the company for specifically targeting women.

Actress Jameela Jamil (from The Good Place) was quick to call out the unhealthy message: "Even Times Square is telling women to eat less now?" she wrote. "Why aren't there any boys in the ad? Because their goals are to be successful but [women's] are just to be smaller?"

Jamil, who was also vocal about the unhealthy messages being promoted by Kardashian's Flat Tummy Co. endorsement, isn't the only one outraged: The ad is drawing a ton of criticism from survivors of eating disorders. (Related: Kesha Encourages Others to Seek Help For Eating Disorders In Powerful PSA.)

"I started seeing a nutritionist last year and our goal was to get my hunger hormones regulated," one Twitter user wrote. "As a result of my eating disorder, I haven't had an appetite in years. So, it's a REAL bummer to have to walk past this appetite suppressant ad every day."

"If I'd walked by these ads during the peak of my eating disorder, you know I would have emptied my bank account and made myself even sicker with the help of this pretty-in-pink, body-shaming, woman-hating capitalist nightmare," wrote another.

Fueled by body-shaming messages like these, Jamil started the "I Weigh" movement on Instagram to encourage women "to feel valuable and see how amazing we are, and look beyond the flesh on our bones." Rather than promote flat tummies, the movement is a place to promote healthier means by which women measure their worth.

It's about time that the world stops seeing body shape as a way to define a person's worth.

Comments (1)

July 13, 2018
This is a really dumb reaction. The marketers are obviously targeting healthy females who want a little help with their appetites in order to lose a little excess fat. This is a HUGE demographic, and there are plenty of women who will respond favorably to the ad (by trying the product). This is how marketing works. Should we ban all ads for beer because some recovering (or not-recovering) alcoholics might be tempted? Should we ban all pharmaceutical ads because some people have abused these or become addicted to them in an unhealthy way? Should we ban birth control ads so as not to offend people who can't find a partner? Should we ban all food ads so as not to offend or tempt those who are struggling with their weight? Should we ban ads for travel so as not to offend people who can't afford to travel? Should we ban ads for real estate companies because some people can only afford to rent? Etc., etc., etc... Political correctness has evolved to pure lunacy...