Jameela Jamil Blasts Avon For Body Shaming Ads And She’s Our New Hero


The body positivity movement has a new leader – and she didn’t come to play. Actress Jameela Jamil has been showing us – and advertisers – that she is not here for their bullshit when it comes to body shaming.


First, she came for the weight-loss supplements and detoxes, even making a hilarious (and no holds barred) parody video. Then she held Khloe Kardashian accountable for a “sad” weight-loss meme.

This week, she challenged Avon to do better with their products and advertising.

In her Twitter call-out, she shamed Avon for their advertisement featuring a product line for cellulite and other “flaws” they claimed to be “Naked Proof”, saying, “Every body is beautiful, unless they have any “flaws” I guess.

What a gross abuse of the body positive movement. I want you all to look out for this constant manipulation. Once you see it, you can’t unsee it. It’s everywhere. You are constantly being manipulated to self hate.”

Yes, Jameela, yes! We are so here for celebrities using their platforms to promote healthy body image instead of unnecessary, and often dangerous, attitudes and products.

In another Tweet, she clapped back at an Avon advertisement that stated, “Dimples are cute on your face (not on your thighs.)”

“And yet EVERYONE has dimples on their thighs, I do, you do, and the CLOWNS at @Avon_UK certainly do. Stop shaming women about age, gravity and cellulite. They’re inevitable, completely normal things. To make us fear them and try to “fix”them, is to literally set us up for failure”

Avon appears to have listened, promising not to use the messaging in future advertising.

Jameela praised them for the progress, but took the chance to remind them that the phrase “Naked Proof” is gross and that shit should end immediately.

“But also @AvonInsider please don’t promote a brand that markets itself as “Naked Proof” again. None of us need to be told that anything should stop us from feeling good naked. It’s the most natural thing. There is nothing wrong with scars and marks and bumps. We are human. ??”

If you heard a faint noise in the distance, it was me yelling “Fuck YEAH!” when I read her tweets.

But, as often happens to outspoken women who advocate for body positivity, she was not met with universal accolades. Predictably, the trolls came for her. One jerk told her to, “Pack on 50 pounds, jameela, and lets see how many acting jobs you get then…idiot” (terrible grammar his, not mine.)

But, the Queen had a fabulous response to her trolls:

“I gained 75lbs actually, in 2012, and in that year I released two clothing lines and got three new shows, and made history as the first ever woman to host The BBCofficial chart. It was one of the most successful years of my whole career… bitch… ?????”.

He deleted his tweet, but of course Jameela saved a screenshot for posterity.

Another asshole tried to comment on her “unladylike” comments, saying, “Boy, you’re aggressive aren’t you”.

Of course, Jameela viewed this as a badge of honour. “Yes. Are you afraid?” she asked the neck beard.

It’s rare that I’m in awe of a celebrity these days, but this whole situation has me thinking if I ever see Jameela in real life, I will probably fall on my knees, Wayne’s World style.

I hope that other celebrities will take Jameela’s lead and pick up the torch for healthy body image. Remember, advertisers, Jameela is watching you.

And we are too.


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