Women throughout Britain are being urged to boycott OK! magazine, after it printed a souvenir edition hours after the Duchess of Cambridge gave birth promoting an "exclusive duchess diet and shape-up plan".
The cover of the magazine's July 30 issue featured an "exclusive" chat with the Duchess' personal trainer, followed by the quote: "She's super fit - her stomach will shrink straight back", after the Duke and Duchess appeared outside St Mary's Hospital to greet the media with their newborn son, Prince George Alexander Louis.
The front cover, which also advertised a "Duchess diet and shape-up plan" inside, was received with anger from the public and parenting groups.
After an image of it was tweeted, TV and radio presenter Katy Hill immediately reacted and led calls to boycott the magazine using the hashtag #DontBuyOk.
She also posted a picture of herself on Twitter, two months after giving birth.
A backlash against the magazine's cover quickly ensued, people describing it as "tasteless", a "disgrace" and "vile" for discussing the Duchess' weight a day after she had delivered her son.
Hill later tweeted "AMAZING! Hope magazines listen to us now", as tweets supporting her campaign were posted from around the world.
The magazine's parent company, Northern & Shell, responded quickly.
"Kate is one of the great beauties of our age and OK! readers love her," a company statement said.
"Like the rest of the world, we were very moved by her radiance as she and William introduced the Prince of Cambridge to the world.
"We would not dream of being critical of her appearance. If that was misunderstood on our cover it was not intended."