You might have spotted Khloe’s latest diet advert, in which she proudly flaunts her gym-honed “revenge body” in a skimpy white swimsuit.
The 32-year-old teamed up with Protein World to front the campaign for the brand’s 30 Day Challenge – which encourages women to begin a transformation to “total body confidence”.
But many people have accused the star’s advert of body shaming by promoting an "unhealthy" and "competitive approach" to dieting.
The posters, which have been plastered across London tube stations, were also branded “socially irresponsible" by dozens of people who complained to an advertising watchdog in a bid to get them banned.
Alongside the snap of scantily-clad Khloe, the tagline asks: “Can you keep up with a Kardashian?”
One person who took issue with the campaign was Green Assembly member Caroline Russell, who received complaints from her constituents about the advert.
She said: “People taking the Tube should not have to be bombarded with adverts that imply their bodies aren’t good enough.
“Young people receive this negative message from enough social media channels and it’s appalling that this is being reinforced on Tube platforms, against the Mayor’s own policy, when people are taking trips to school, to work, or going out to socialise.
“I am urging the Mayor to look again at these adverts that challenge young people to ‘keep up’ with reality stars known for idealised and unrealistic body shapes.
"He needs to enforce his own guidelines and live up to his manifesto promise to Londoners.
“Every body is a good body and TfL should be promoting inclusion and making their stations welcoming spaces.
"Allowing these adverts risks making people lose confidence in themselves.”
Protein World said the overall response they had received to the ad was that it was "motivating" and "empowering" and the firm didn't believe it was socially irresponsible.
After an investigation, the Advertising Standards Authority (ASA) announced today that the ad didn't break any rules and no further action was necessary.
An ASA spokesman said: "We considered that the ads promoted Khloe Kardashian's body image as desirable and aspirational; this was supported by her pose and the airbrushed style.
"However, we did not consider that she appeared to be out of proportion or unhealthy."
The rep continued: "We considered that people would understand the phrase 'Can you keep up with a Kardashian?' was double entendre; to be understood as referencing both the popular TV series 'Keeping up with the Kardashians' which Khloe Kardashian appeared in and the use of Protein World's products to achieve a desirable body image.
"We further considered that readers would regard 'Take the 30 Day Challenge' read in conjunction with the former phrase and the product name 'The Slender Blend' to mean that if they used Protein World's products and followed the 'challenge' regime they could lose weight.
"We acknowledged that the use of the terms "Can you keep up with Kardashian' and "challenge" could be interpreted as having a competitive quality, but we did not consider that the terms or the ads overall encouraged excessive weight loss or other extreme or potentially harmful dieting behaviour.
"We therefore concluded the ads were not socially irresponsible."
On Protein World's website, Khloe said getting a “dream body” takes dedication and “literal sweat and tears”.
She said: "I remember when I first started I was so frustrated that I did not have this body in the first week I started working out.
"Obviously if it was easy everybody would have their dream bodies, but it takes work and perseverance. It takes dedication and literal sweat and tears. That said, it's the most rewarding feeling ever."
She added: "For me, weight loss has always been about feeling great on the inside and out. Anything worth having is worth fighting for."
Protein World previously hit the headlines back in 2015 with a poster showing skinny Aussie model Renne Somerfield in a yellow bikini alongside the caption: “Are you beach body ready?”
It was banned by the ASA that year, however, not for being “offensive” or breaching rules on “harm, offence and social responsibility” but because the health and weight loss claims could not be substantiated.
The model even caused outrage by admitting she didn’t use any of the Protein World products she was fronting.
As a vegan, she avoids all animal related products, including the Slender Blend shakes featured in the ad. Instead, she get her protein fix from pea smoothies.
Perhaps most controversially, she confessed that she hated working out and her body was primarily a result of good genes.
