Victoria Beckham has taken action against a North Tyneside takeaway which claims its pizza crusts are “thinner” than her.
Sidhu Golden Fish and Chips put the slogan on the back of its delivery van, which caused the fashion designer to turn it into a “legal matter”.
The van also features an image of Beckham wearing a sash that reads “Anorexic Fashion Icon”.
It then describes the pizza’s crust as: “Our new Victoria Beckham thin crust only 2mm thin.”
A spokesperson for the former Spice Girl said:
“It is highly inappropriate to trivialise such a disorder, and defamatory to be so thoughtless with a person’s reputation in this way, sadly this is now a legal matter.”
Soni Sidhu, manager of the takeaway, told ITV in response: “As the manager and on the behalf of all our staff and owners I would like to state we recognise how serious eating disorders are and would never make light the seriousness of people with eating disorders.
“We would like our customers and all people in general to take our advertising in context.”
“We are not a fly by night business trying to make a quick buck.”
“Anorexia and any mental illness are very serious.”
The advertisement has received backlash on social media, with many claiming the advert’s content is “disgusting”.
Marg Oaten, of anorexia charity Seed, said the advert “trivialises” anorexia and is a “step in the wrong direction.”
She praised the royals for their work in reducing stigma attached to mental health, including eating disorders, before slamming the takeaway as ‘appalling’.
“This is a step in the wrong direction. The people responsible for this should hang their heads in shame.
“They will see the advert and start comparing themselves to the size of Victoria Beckham.”
“These people need to be brought to account. There should be legislation banning this kind of thing.”