Well said shaska
I also think that there is exploitation at the level of production as well as consumption in many of these images (obviously I can't talk about this one, I wasn't there). I used to be a model doing national campaigns in the 90s, when 'heroin chic' was all the rage. The way that girls - I wasn't even 15 when I started - are treated on shoots is often appalling. The messages that are delivered to them about what makes them worthwhile are hideous. The way that they are spoken to, touched, manipulated by some photographers and directors would (I would like to think) shock most mothers. I accepted it because it was what I knew. And because it paid money, more money than I could possibly ever earn doing anything else, and my parents needed that.
I was actually anorexic and ill at the time. I am a healthy weight now, but I have had several 'dips' into underweight unhealthiness since, the most recent in my early 30s. Depressingly, I always get many more compliments and much more attention when I'm really unhealthy than when I'm actually OK. I suspect many women who have been different weights can identify with that. This is the battle we still have to fight, and it is a battle to own ourselves.
Despite of the fact that I have been to uni for eight years, achieved a PhD with a gender focus to it, and practice feminism and solidarity and support for all women I come into contact with, I still find it hard to escape this messaging at the back of my mind. And I do not think I am alone - I think most of us that are around my age, in their 30s, struggle with decades of really awful, sexist messaging that we are not worthwhile if we don't look good; that we should remove ourselves from the public realm if we aren't a size 8; that we owe it to those who view us to please their eye.
Rousseau said that there were two kinds of self-love. Amour de soi is a healthy kind: it is self-care that comes from a wellspring of knowing what you want and what makes you happy. Amour propre is a bad and unhealthy kind that comes from competition, from viewing yourself through the eyes of others and trying to make them admire you and envy you. It's essentially a giving-away of your selfhood, a placing of yourself in the power of others. To me, this poster promotes amour propre, not amour de soi: it encourages women to see themselves through the eyes of others, not on their own terms. The whole central message is visual: if you do not look like this, you do not belong in public space in a bikini because you will offend the gaze of others.
Compare it to This Girl Can, which is a much healthier way of encouraging women to look after themselves, for themselves.