Carlsberg has cheekily spoofed the controversial weight loss adverts “Are you beach body ready?” which were banned this week following a consumer backlash.

The drinks group has placed three poster adverts on the London Underground showing a bottle wearing the bottom half of a bikini alongside the question: “Are you beer body ready?”

The company told trade magazine The Grocer: “We’re not bothered about beer drinkers being beach body ready. It’s not about the way you look, or having probably the best body this summer, it’s about enjoying a Carlberg.”

The original campaign by Protein World, depicting a slim woman in a bikini, prompted more than 67,000 people to sign a website petition. The Advertising Standards Authority banned the advert for its weight loss claims.