LONDON — The young, thin model wore a bright yellow bikini and stared seductively at passers-by.

“Are you beach body ready?” asked the ad for Protein World, a maker of dietary supplements. The ad was defaced in subway stations across London when it appeared in April 2015, and it drew strong protests.

On Monday, London’s new mayor, Sadiq Khan, announced a ban on such ads — which critics call “fat-shaming” — from London’s public transportation system starting in July, saying the messages encourage unhealthy body images for young women.

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The move is the latest effort by the authorities in Europe and elsewhere to address concerns about unrealistic or unhealthy body images in advertising, and the effect that impossibly thin models can have on the self-esteem and health of consumers. France, Israel, Italy and Spain have enacted policies aimed at preventing models with stick-thin bodies from working in the industry.

Fuck France. Fuck Israel. Fuck Italy and Fuck Spain.