Jameela Jamil criticises Avon over cellulite marketing campaign that 'shames women'

The campaign's 'messaging' has since been removed by Avon

Jameela Jamil has again used her platform to call attention to the dangers of promoting unrealistic body ideals.

The Good Place actor shared pictures of a recent Avon campaign on Twitter, which she criticised for shaming women over cellulite.

The campaign in question is for a new line of lotions, which promise to “reduce cellulite, firm skin, and soften stretch marks” because, as Avon states, “dimples are cute on your face (not on your thighs).”

Jamil took offence with the new advert, writing on Twitter: “And yet EVERYONE has dimples on their thighs, I do, you do, and the clowns at Avon certainly do.

“Stop shaming women about age, gravity, and cellulite. They’re inevitable, completely normal things.

“To make us fear them and try to ‘fix’ them, is to literally set us up for failure.”

Jamil’s post was liked more than 48,000 times and prompted hundreds of people to share their support for her message.

“I just want to say thank you for being a positive and strong advocate for women,” one person wrote. “Advertisements like this are so damaging, and we need to teach women to just be happy in their skin.”

Another said: “I love you for this.”

Avon has since responded publicly to the actress, and announced it would be removing the ad's message.

“We completely understand where you’re coming from,” the brand wrote on Twitter. “We realise that we missed the mark with this messaging.

“We have removed this messaging from all future marketing materials.

“We fully support our community in loving their bodies and feeling confident in their own skin.”