ASA Bans Cyclewear Brand Fat Lad at the Back Ad Promoting Body Size Positivity

Quirky plus-size cyclewear brand, Fat Lad at the Back and ad agency Mellor&Smith were rapt on the knuckles by ad-watchdog the ASA this week, for launching a controversial ad. Running in London in June and July, it’s headline ‘Fat C*n’t. Actually Fat Can’ was deemed ‘too offensive’.

The ASA stated in their judgement: ‘Research had shown that words such as 'cunt' should not be used at all in marketing communications, unless very carefully targeted to an audience that was unlikely to be offended’.

‘Because we considered the ad was likely to be seen as referring to a word that many would find extremely offensive, and appeared in an untargeted context, we considered that the ad was inappropriate for outdoor display’.

Lynn Bye, co-founder and boss lady at Fat Lad At The Back, said: “Whilst we knew it was controversial, we’re standing firmly by the message and our community. Fat can.”

Paul Mellor, MD at Mellor&Smith, said: “This idea was born out of meaningful discussions in the Fat Lad community - real life experiences that can’t be ignored. The ASA’s judgement removes a truth we’ve shown Londoners. Sometimes the truth hurts. We hope someone sees this and thinks twice before winding their window down or trolling someone.”

Mellor added: “History will show the ASA are on the wrong side of this debate.”

Fat Lad At The Back is widely-known for its revolutionary plus-size cycling gear and brand mission to challenge stereotypes in the cycling industry, and create an inclusive cycling community. The brand has been instrumental in getting people of all sizes into cycling, and now turn their attention to the way fat people on bikes are treated by society.

The campaign challenges the notion that if you are fat, then you can’t ride a bike, can’t be fit and can’t take part in sports. It celebrates what people can do. 

Lynn Bye says: “Whatever preconceptions society has about fat people, our community is proof that body size doesn’t stop us, and that fat can.”

Paul Mellor, MD at Mellor&Smith, says: “Swathes of advertising is forgotten because marketers aren’t prepared to put their thinking-caps on. Brands have to work damn hard to get the public’s attention. And this campaign does just that.”

Lynn Bye continues: “We are incredibly proud of the brand and the work Mellor&Smith have done. They ‘get’ the brand and what we stand for.”

Tongues wagging

The campaign has certainly got people talking about the issue and has been incredibly well received by the public. The media agency, JKO Collective, estimated 3.5m Londoners will have seen the campaign, and there have been 11 complaints.

ASA Judgement

The ASA’s final ruling can be found on their website here.

Further background

The campaign was inspired by the abuse people in the Fat Lad community commonly receive when out cycling. Discrimination is discrimination, yet fat people appear fair game by society. Apparently using fat as an insult is OK. Not on Fat Lad’s watch.

Paul Mellor, says: “It’s a red-hot insight; fat people are called ‘Fat Cunt’ by the public when they’re on the bike. They’re told they can’t do this, and they can’t do that. But actually they can, and they do.”  

Trolls, trolls, trolls

In February this year, the models in Fat Lad At The Back’s social media ads were subject to horrible trolling and although many of the comments were removed by Facebook this type of abuse is all too common on the brands social channels with regular quips about wide loads, hippo emoji’s and the models looking disgusting or unsightly in tight cycle wear. 

Fat Lad customer and model, Lisa Townsend has had a lot of abuse, both offline and online. Lisa later wrote on her own social media and in a blog post for the brand: “Whilst this was an upsetting time for me, the situation allowed me to be connected with a huge community of amazing women who stood by my side in solidarity and support to say a big ‘Hell NO!’ to the trolls. It was really emotional to hear how every one of us had a similar experience and that this was just expected when you are a curvier lady on a bike.” 

Loud and proud

After the incident in February, Fat Lad At The Back vowed to make a difference and take a stand against this kind of bigotry.

The brand is determined to re-take the word ‘fat’ and for the brand to be instrumental in dismantling the derogatory associations with the word. Lynn Bye again, "To us, fat has never been a negative word - it’s just another adjective. People are fat and society needs to stop making that into the only thing they see. Your body doesn’t define you. We want people to start talking about this so that we can educate society and teach them to respect and accept people of all sizes." 

Paul Mellor, from Mellor&Smith, says: “There is so much noise out in the world. This is a campaign that gets noticed and will get tongues wagging. Lovely jubbly.”

Abuse and judgement from others is a huge barrier for fat people getting into any fitness activity and robs them of the opportunity to improve their state of mind. Will Fat Lad At The Back’s advertising campaign have the impact they want to start a shift in the attitudes towards plus-size cyclists? Watch this space.