Fatfluencer

Another so-called 'fat-fluencer', 34-year-old Leanda Lewis, posts pictures of herself in plus-size fashion on Instagram with the username just_eat_the_doughnut. […] Yet with their raucous trumpeting of anti-body shaming slogans […], fat-fluencers have tapped into a rising societal awareness of the importance of mental health in overall wellbeing.

Adele, from Nottingham, tells The Sun: "People call me an obesity time bomb, but I don't care. ¶ "Forget fit-fluencers, I'm a fat-fluencer - I am promoting body positivity. […] "I am showing the world what a real body looks like, free of filters and make-up."

Megan Goldberger, 26, from Cardiff, who boasts 235,000 followers on TikTok and a further 15,600 on Instagram, claims to be the UK's top 'fat-fluencer'.

No doubt many of these 'fat-fluencers', as they call themselves, are up in arms at Vitality's decision to ban Edmund.