Protein World’s ad campaign, which features a woman in a bikini and various products in the company’s “weight loss collection,” asks the question: Are you beach body ready? This has sparked an online backlash in which more than 40,000 people have signed a petition calling for the removal of the ad that’s been deemed body shaming.

The company has insisted there’s nothing wrong with their posters and has “absolutely no intention of removing the adverts because of a minority making a lot of noise.” CEO Arjun Seth said that the people defacing his posters are “terrorists” and that he would only take notice of the petition if it gained one million signatures. [via]