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Blogger gets the boot after gym ad attack

Published: 13 Nov 2012 11:36 GMT+01:00

"After the developments following Katrin Zytomierska’s highly publicized SATS-post, Finest.se chooses to cease our collaboration with Katrin and terminate her contract as a blogger with us,” Alexander Erwik, editor-in-chief of Finest.se, told media newspaper Dagens Media.

Zytomierska is one of Sweden's highest profile bloggers, and her criticism of the advert and its subject's "plump" appearance, prompted a heated debate in the Swedish media last week.

In her post, Zytomierska questioned why it is "okay for women to be plump in Sweden", calling the SATS campaign "disgusting feminist propaganda".

The blog post received thousands of comments, prompted a response from the SATS CEO, and generated extensive debate in media and social media circles.

SATS stressed that the purpose of the advert was to underline that the company welcomed everyone, of all shapes and sizes, as members of the gym.

The woman in the advert responded to Zytomierska’s post in the media newspaper Resumé, saying she wanted to protect her daughters from “women who have developed internet bullying into an art form just to pull in a little money and get a few minutes in the limelight”.

After several high-profile sponsors withdrew their cooperation with Finest.se, Zytomierska returned to the subject on her blog to defend herself, saying it should be acceptable “to comment on people's bodies and health in the same way as you have the right to slam people's clothes and appearance”.

"One should have the right to call a fatso a fatso, if she is a fatso,” Zytomierska wrote.

However, Finest decided that Zytomierska had taken her criticism too far and erased her controversial post. The posts from the last four years are still on the site and the company hasn’t decided when or if these will be removed, according to the Dagens Industri newspaper.

“We want to stress once again that we don't endorse Katrin’s views or the body ideal that she stands for. We have, however, supported her right to express her views,” Erwik told Dagens Media.

Zytomierska herself is not fazed by Finest's decision, telling the paper that her former employers were doing the right thing.

“They are a company like any other and would be stupid if they hadn’t done this. I met with them already on Thursday and told them that if they were losing revenue because of me they must cease the collaboration immediately. I am a businesswoman myself,” she told the paper.

Zytomierska called the media storm surrounding her SATS criticism “absurd” and said she had already been approached by two other companies asking her to blog for them, but had yet to make a decision which to choose.

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Your comments about this article

12:15 November 13, 2012 by JulieLou40
Silly delusional bint. She's finished now, she just can't accept it.
13:51 November 13, 2012 by StockholmSam
"Zytomierska ... said that she has already been approached by two other companies asking her to blog for them, but has yet to make a decision which to choose."

Of course they did, dear.
14:32 November 13, 2012 by Uncle
Fat people are fat because they (or their parents) CHOOSE so. If they do not, they have nothing to do with SATS and clearly have a medical problem.

Ergo, the person on SATS commercial is fat because of what she does and not what she is, when she is whining about bullying. The same applies to smokers, alcoholics and drug addicts.

By definition they have no right to take a criticism of their behavior (that usually also impacts their outlook) and try to push it into the victim group of invalids, mentally challenged, people of colour, jews, women and other tagets of bullying, who CANNOT do anything about the features that draws attacks on them.

But I really do not understand the agenda of Zytomierskovakichkaya, when the "fatso" in the commercial is clearly doing something about being a "fatso" and encouraging other "fatsos" to do the same. Such commercials (unlike, say - "Dove" commercials that clearly take unheathily overwheight women and glorify them as "normal") should be encouraged instead of bashed.
15:20 November 13, 2012 by micvau
Yes offcourse she's been offered positions elsewhere, how convenient. I don't think so. I cannot see any other companies wanting to take on such a bigot. Judging by the look for her i sincerely don't think see is any position to be down grading other individuals. For the record can she shed some light on what two companies offered her a Blogg position? The woman is odviouslt disturbed.
16:10 November 13, 2012 by ttrs_d
She is a fame seeking psycho! I can't see any company hiring her to continue her mouth diarrhea!
23:36 November 13, 2012 by ingvar
2 Uncle:

Disagree with you in regard to the Dove commercial. Those women are perfectly normal. I'm sure that the skinny anorexics who you probably refer to as "normality" have some fertility problems. Healthy women are designed to have extra fat.
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