Across London, advertisements were posted featuring a bronzed model and a question: Are you beach body ready?

The reaction has been loud and swift. With complaints of body shaming, Londoners have responded by defacing the signs with their own commentary.

Here are a few of my favorites:

Am I beach body ready? Yes. We all are. And it has nothing to do with size. Period.

The beach isn’t a privilege for women that are size two. Or for men with six packs. It’s for all of us to enjoy, and to imply otherwise is both ridiculous and potentially damaging.

Though the company behind the campaign is completely unapologetic (and claims 5,000 new customers have signed up in 4 days), it can easily be argued that fitness and nutrition products have a responsibility to avoid contributing to a culture of body shaming and insecurity. While campaigns like these may generate sales, it’s blood money.

Instead of emphasizing body size and further marginalizing individuals who might already feel insecure about the way they look, marketers ought to focus on health and well being. Rather than profiting off of insecurities, be part of the solution.

And that’s something that all of our bodies are definitely ready for.