A TV advert for a pill that aids weight loss has been labelled "outdated and irresponsible", due to the fact that it features slim, young women.
The advert, for weight loss aid XLS-Medical Max Strength, has sparked outrage on social media with many questioning the age of the women portrayed.
The company has said it only recommends the product to customers over the age of 18.
The ad shows two women communicating by text, discussing how they are going to fit into their "holiday wardrobes".
One of the women recommends the weight loss aid to her friend before the slim pair are seen laughing in the sun, presumably on their holiday.
According to the company's website, XLS-Medical Max Strength’s active ingredient is Clavitanol - a "patented organic plant based complex which reduces the break down and absorption of dietary carbohydrates, sugar and fat".
The site adds: "The combined sugar blocker, fat blocker and carb blocker formula results in reduced calorie intake which helps you to lose more weight than dieting and exercise alone.
"In addition, XLS-Medical Max Strength lowers blood glucose and insulin levels, which helps in curbing food cravings and with blood glucose management."
The advert for the product has received much criticism on Twitter with some saying the actresses "look like teenagers".
I find that XLS Medical advert offensive. The girls in it look like teenagers. Diet pills for teenagers? No wonder they're so body conscious— Katie Clark (@KatieDailyEcho) January 13, 2016
Hate the XLS Medical ad. A slim woman frowning in the mirror because her clothes don't fit. Outdated and irresponsible.— Lisa Allen (@lovelylisaj) January 20, 2016
Disappointed with #XLS medical TV ad. Shocking portrayal of a thin woman complaining about not losing enough weight. Regressive advertising— Darren Breathnach (@clinicaldarren) January 15, 2016
XLS medical #Boots advert is a disgrace, using 2 skinny girls to advertise a weight loss product is a disgrace!January 22, 2016
In a statement given to HuffPost UK Lifestyle, a XLS-Medical spokesperson said: "XLS-Medical is a responsible clinically proven weight loss aid and we're committed to providing consumers with clear and transparent information on our products.
"This includes working closely with an independent weight management consultant, to ensure that our advertising is aligned with Clearcast’s adverting guidelines, including making sure that the women featured in our ads are always age appropriate (in this case, the actresses were aged 24 and 29).
"We feature all kinds of women, of various shapes, sizes and ages, across our advertising to highlight the variety of healthy weight loss and weight management goals and motivations our products can support."
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