I find the objections to the advert in question to be very strange. It showed the photograph of a very slim woman in a bikini along with the text: “Are you beach body ready?”.
The implied message being, do you look good naked and/or with very little on? How is that offensive in and of itself? It simply isn't. Switch genders and show a buff guy there with his six-pack with the same tag-line: do I, a middle-aged man who has never had a six-pack in his life and who will now never have one feel 'offended' or belittled or demeaned, etc.? No I don't. Quite frankly if I did feel jealousy or if I felt offended by such an image, I would have to seriously question myself and consider whether I had narcissistic self esteem issues.
But the advert simply says - “Are you beach body ready?”. This is another way of saying - “Do you physically measure up to the ideals that western society has embraced as the female sexual ideal?”. Now this question of what is sexy or not is an interesting one and the answer differs across the globe depending upon country and culture. In Britain, culturally we have accepted the idea of a slim woman as being the sexual ideal. That is not to say that larger woman cannot be sexually alluring. I'm saying that slim women are the western ideal – rightly or wrongly.
We can argue about such things all day long but the fact remains that, like it or not, slim women are sexually alluring to the vast majority of western men (and women) in the UK. That is a fact. Of course there will be some who disagree and prefer other body shapes and looks. This is irrelevant to an advertiser that is attempting to engage with the majority.
Object if you must at the generally accepted sexual ideal but don't blame advertisers for exploiting the facts as they stand today in this society.