Plus-size model Tess Holliday is well-known for being an advocate of body confidence - just check out the #effyourbeautystandards hashtag she started.
So it's not surprising that she was left fuming when a Facebook page digitally altered her image to make her appear thinner.
Now, the model has called for a boycott of Project Harpoon (which also has an Instagram account) and any other sites like it.
"It's abominable that this [Facebook page] is using my image without permission to promote themselves," Holliday told E! News.
"This kind of hit piece is exactly why I started #effyourbeautystandards. I am asking my followers to boycott this [page] and any others like it. Loving yourself is the most powerful message we all need to stand behind."
Unfortunately, Project Harpoon isn't the only group using Photoshop to fat-shame women.
It's part of a wider trend called #ThinnerBeauty, where people digitally edit images of others, without their permission, in order to make them look thinner.
They then post the two images side by side onto social media sites along with the hashtag.
On their Facebook page, Project Harpoon claims that #ThinnerBeauty is about ending skinny-shaming, rather than fat-shaming.
"In current societal fashion, a recent trending surge of 'pro-obesity' and 'fat acceptance' have paved the way for many people to renounce exercise and personal healthcare in general," the account's description reads.
"This page aims to only show that being skinny is okay as well. Skinny-shaming is not okay."
But Tess Holliday isn't convinced that Project Harpoon has innocent motives, and she's not the only one.
Rivkie Baum, editor of plus-size magazine SLiNK, says she finds the #ThinnerBeauty trend "absolutely horrendous".
"Women's bodies are continuously dissected by the media, but this takes it to a whole new level and violates their bodies in a whole different way," she tells HuffPost UK Lifestyle.
"For some reason we still believe women's bodies especially are public property and that needs to stop.
"I also think it is high time that social media sites take responsibility for the content they allow, as something like this doesn't reinforce health but can in fact enforce the idea of chasing thinness whatever the cost."
We couldn't agree more.
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Teenager Bullied For Birthmarks Covering Body Gives Us A Lesson In Body Confidence: 'Everyone Is Born To Look Different'