Kim Kardashian has kickstarted 2019 by upsetting fans after advertising a controversial meal replacement shake.
The mother-of-three, 38, was criticised for promoting ‘unhealthy’ weight loss methods as she posed with a flask of chocolate Flat Tummy Co shake.
The reality star, who is reportedly expecting her fourth child through a surrogate, showed off her flat tummy in a cropped top as she admitted she had been over-indulging over the festive period.
Sharing the post on Wednesday night, Kim wrote: "You guys all know I looove @flattummyco shakes. I’ve just restarted them (it’s Day 2 today) and I’m already feeling so good. We had a huuuuge Christmas this year and between that, New Years and everything in between…
"I felt like it was impossible to fit in my regular work outs and eat healthy. But this program is giving me a kick in the right direction that I need. These meal replacement shakes are so good and they’re helping me get my tummy back to flat. I’m already feeling amazing and I’m so excited for the next few weeks. Because they’re all about getting women back on track."
She then goes on to promote the 20% off January sale for the shakes, which contain Super Citrimax – an extract of garcinia cambogia.
Although the photo was liked over 2.1 million times, many followers commented how disgusted they were that Kim was hawking the product.
One follower wrote: "This is not cool. Replacing meals with a drink is starving yourself. Not a good msg to be sending out to young girls. Look at yourself a little harder in the mirror @kimkardashian."
Another said: "Must be making a killing from this company to still be promoting them in 2019, despite all the backlash & all the evidence that this is a unhealthy product from a company that promotes many other irresponsible products. I won’t even go in to the body image issues and unsustainable yoyo dieting products like these cause women. At this point, everyone, even you – with your head in the clouds, surrounded by "yes" men & women – know better."
One fan commented: "You should not be promoting meal replacement for ‘healthy’ eating. As you have a very large influence on young people your should be promoting a balanced diet and exercise."
The star’s post comes six weeks after her younger sister Khloe also promoted the shakes on her Instagram, claiming the product is "definitely helping to keep my weight from fluctuating".
Their eldest sibling Kourtney also hawked the shakes in April 2018, claiming she was "already seeing results" after three days of drinking them.
Kim and her sisters are rumoured to be paid six figures to promote products on their Instagram.
The Flat Tummy Co claim their shakes can help "control your appetite" and "move those stubborn lbs" and are "three times more effective than diet and exercise alone".
However, their products have been condemned by medical experts, with Harvard Medical School Professor Dr S Bryn Austin – a eating disorder specialist – telling the Guardian last year: "Dietary supplements sold for detox or weight loss are snake oil, plain and simple.
"The liver and kidneys already do the the so-called detox and adding junk products into the diet only makes their job harder. And weight loss claims for these products are either outright sham or a result of adulteration of the products with potentially dangerous stimulants, laxatives or diuretics."
It’s not the first time Kim has been criticised for promoting Flat Tummy Co products after previously being slammed for hawking their appetite suppressant lollipops last May.
She was criticised by body confidence activist and actress Jameela Jamil, who dubbed Kim a "terrible and toxic influence on young girls".
Following Kim’s latest post, Jameela tweeted: "I see the diarrhea powder pushers are back out in full force pouting next to their laxative-shakes… so I’m gonna roll this baby back out… so we can all grasp just how gross they are and what they’re doing is."
In the UK two years ago, the Advertising Standards Authority (ASA) found using the name Flat Tummy Tea in marketing had violated EU regulations on nutrition and health claims.
The ASA ordered Geordie Shore’s Sophie Kasaei to take down an Instagram post advertising their Flat Tummy tea because there were no documentary evidence to support her claims it reduced bloating.
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