Flat Tummy Co. is causing controversy (again) with a huge billboard in the middle of NYC.


Remember those appetite-suppressing lollipops that Kim Kardashian got criticized for promoting on Instagram earlier this year? (No? Catch up on the controversy.) Now, Flat Tummy Co., the company behind the controversial lollipops, is getting slammed by eating disorder survivors on social media for a billboard they recently put up in the Times Square area of New York City.

The billboard—which reads, "Got cravings? Girl, tell them to #suckit."—was bound to get body-positivity activists riled up. Not only do critics feel that the company itself promotes an unhealthy body image, but people on Twitter are attacking the company for specifically targeting women.

Actress Jameela Jamil (from The Good Place) was quick to call out the unhealthy message: "Even Times Square is telling women to eat less now?" she wrote. "Why aren't there any boys in the ad? Because their goals are to be successful but [women's] are just to be smaller?"

Jamil, who was also vocal about the unhealthy messages being promoted by Kardashian's Flat Tummy Co. endorsement, isn't the only one outraged: The ad is drawing a ton of criticism from survivors of eating disorders. (Related: Kesha Encourages Others to Seek Help For Eating Disorders In Powerful PSA.)

"I started seeing a nutritionist last year and our goal was to get my hunger hormones regulated," one Twitter user wrote. "As a result of my eating disorder, I haven't had an appetite in years. So, it's a REAL bummer to have to walk past this appetite suppressant ad every day."

"If I'd walked by these ads during the peak of my eating disorder, you know I would have emptied my bank account and made myself even sicker with the help of this pretty-in-pink, body-shaming, woman-hating capitalist nightmare," wrote another.

Fueled by body-shaming messages like these, Jamil started the "I Weigh" movement on Instagram to encourage women "to feel valuable and see how amazing we are, and look beyond the flesh on our bones." Rather than promote flat tummies, the movement is a place to promote healthier means by which women measure their worth.

It's about time that the world stops seeing body shape as a way to define a person's worth.

This article originally appeared on Shape.com.