You’ve probably seen a few ads on social media before that made you take a second look. One in particular — from the makers of the app Game of Sultans — recently stood out to Demi Lovato, and not for a good reason.
In an ad for the interactive game on Instagram, two different women are side by side, with one labeled “obese” and one “pretty.” There was also a screen that allowed users to select what the two eat — which, for the “obese” woman, was a “controlled” diet of broccoli.
“Why is this fat shaming bullsh—t on my feed?” Lovato wrote over a screenshot of the ad in an Instagram story. “So many things wrong with this ad.”
In another story, she circled the labels for the women, writing, “This is absolutely harmful to anyone who is easily influenced by societal pressures put on us by diet culture to constantly be losing weight in a world that teaches us to equate our value and worth with the way we look and especially anyone in recovery from an eating disorder.”
Lovato also pointed out the ad’s use of the word “controlled” pertaining to eating: “Especially when eating disorders are all about ‘control.’ “
She continued, specifically calling out Instagram for its complicity in running the ad. “So please Instagram, keep this bullsh—t off mine and others’ feeds who could easily be affected by this disgusting advertisement. With how aware people are becoming of mental health and mental illnesses, I expect you guys to know better by allowing this advertisement to be allowed on your app. And shame on the game.”
A representative for Instagram reportedly told TMZ that they’ve since removed the ad. “We’re sorry. This ad was approved by mistake,” the rep said. “We reviewed it again and removed it from future delivery in people’s feeds.”
Lovato has been open about her struggles with an eating disorder and body issues in the past. She recently made her return to social media after being hospitalized for an apparent overdose.