A Plus-Size Comedian Accused Cancer Research Ads Of Fat-Shaming And Their Response Caused Outrage

There are some advertisements that completely miss the mark and make you question how did people approve it. Sometimes, in meetings, executives seem to “forget” to check if their ads will offend anyone or cause any negative feelings for a majority of people. The Cancer Research UK is recently one of those companies. UK-based comedian Sofie Hagen recently shared a photo of an advertisement seen in the UK. The advertisement is promoting the idea that obesity is the “second biggest preventable cause of cancer after smoking.”


After seeing the sign in multiple places around the UK, Hagen took to Twitter to share the sign, and ask how this was ever put up and how this is okay.

Hagen is a plus-size comedian in the UK and Denmark who has been vibrantly open about body positivity and being proud of your body, no matter what size. As a plus-size woman, Hagen immediately took offense to the ad, claiming that obesity is entirely preventable, and losing weight is as “easy as quitting smoking.” As well, she was offended that the research center painted “obesity” as a problem, much like smoking is a problem.

The research center immediately issued a response to her outrage towards the campaign, saying that the advertisement was simply a way to raise awareness and not to offend anyone at all. Simply, they were reporting important research and stating a fact that in the UK, obesity is the second leading cause of cancer.

However, Hagen was not satisfied with their response, as it seemed more robotic and less humane than it should be–especially when criticizing a majority of the population’s body and telling them that they are slowly killing themselves, offensively. She, as well, was angered that the research center did not take into account that obesity is not just easily prevented.

Although the study was based on scientific evidence and a ton of research, the way in which they decided to promote the initiative and information was offensive and wrong, not only to Hagen, but many others as well.

However, there were many people were on the Researcher’s side as well–claiming they were only trying to save lives, and not offend anyone at all. Many responded to Hagen on Twitter saying that her outrage was misplaced and that she should “focus on her health” more.

What do you think–offensive or just promoting some facts? Let us know.