An advertisement for weight loss company, Motivation Weight Management which was blasted online for being "disgraceful", "horrifying", "manipulative and damaging" has been taken down.
The poster, which was being displayed at Pearse Dart station, shows a woman - who looks to be distressed or upset - on the ground with her back against the wall.
A weighing scales can be seen in front of the person with a caption that reads: "If you are happy with your weight don't call us."
Dr Niamh NicGhabhann took to twitter to describe her horror at seeing this poster on a regular basis of late.
"I’m horrified that young women are seeing this ad at Pearse Dart station on a daily basis.
"What does this say about mental health, positive body image, and health in general. The woman depicted crying behind the scales is also clearly v healthy weight."
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She added: "I honestly think that this ad is manipulative and damaging. Transport for London banned ‘bikini body’ ads but this is just as bad if not worse.
"I should say also that I believe in health at every size, but the woman pictured is clearly slim/ average build (but still crying on the floor behind her scales as she is so unhappy w herself) - so people are supposed to see her body as problematic in the context of the ad."
Niamh confirmed that she had submitted a complaint to the Advertising Standards Authority.
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RTE reporter Ingrid Miley also described the advertisement as "disgraceful".
In a statement to Dublin Live, a spokesman for the company said that an advertisement of this nature will never happen again.
He said: "As it so happens the ad was scheduled for change since last week when I received a complaint form the Advertising Standards Authority.
"I replied to the ASA to say the ad was scheduled to be removed. I set in place a new design and sent that through Friday morning to replace the ad."
He added that he had not been made aware of the "social media issue" surrounding the advertisement.
"When the social media issue arose I contacted the media company that places the ad on our behalf and asked if it could be removed straight away and not wait for the replacement design.
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"That happened within an hour so that ad is now gone."
He added: "I was unaware of the issue as we were not tagged in the original tweet. Had we been, I can assure you, the ad would have been removed straight away.
"It was never our intention to cause any upset or for the ad to be misinterpreted to convey negative mental health issues."
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He continued: "With such a growing overweight and type 2 diabetes crisis in Ireland, the ad was intended to encourage people concerned about their overweight to do something about it.
"As I said above, it was not our intention to cause upset and the marketing message was most definitely flawed and has led to the negative feedback.
He firmly stated: "I fully acknowledge and can assure you, it won’t happen again. We’ve been operating for over 25 years and have always maintained the highest standards of integrity when it comes to our marketing."
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He said that they will not have a new poster design until Monday.
Describing the replacement advertisement, he said: At a top level, the ad will focus on behaviour - not just what people eat but why.
"Most conventional diets focus on the physiological side - they prepare food plans and diet regimes but without addressing the underlying psychological reasons why people overeat."
