London mayor plans negative body image advert ban on Tube, buses and trains
Image copyright
PA
The Protein World advert attracted hundreds of complaints but the advertising watchdog ruled it was neither offensive nor irresponsible
Adverts promoting negative body images will be banned across the Transport for London (TfL) network from next month.
As part of his mayoral election manifesto Sadiq Khan pledged to ban adverts promoting “unhealthy or unrealistic” body images.
The advertising watchdog received 378 complaints in 2015 about a weight-loss advert that asked customers if they were “beach body ready?”
Mr Khan has now asked TfL to set up its own advertising steering group.
The Protein World “beach body ready” promotional posters were defaced in Tube stations and a petition was started calling for the adverts to be banned, however the Advertising Standards Agency (ASA) watchdog later ruled the advert depicting a bikini-clad female model was neither offensive nor irresponsible.
The steering group will advise TfL’s advertising partners and stakeholders of the mayor’s new policy and will ensure adverts continue to adhere to the regulations set out by the ASA.
Mr Khan said: “As the father of two teenage girls, I am extremely concerned about this kind of advertising which can demean people, particularly women, and make them ashamed of their bodies. It is high time it came to an end.
“Nobody should feel pressurised, while they travel on the Tube or bus, into unrealistic expectations surrounding their bodies and I want to send a clear message to the advertising industry about this.”
Graeme Craig, TfL commercial development director, said: “Advertising on our network is unlike TV, online and print media.
“Our customers cannot simply switch off or turn a page if an advertisement offends or upsets them and we have a duty to ensure the copy we carry reflects that unique environment.
“We want to encourage great advertising that engages people and enhances the transport network.”
Previously, the eating disorders charity Beat said while it recognised advertising and media could not cause eating disorders it was aware of how toxic images could be to an individual.
Image copyright
Getty Images
TfL adverts: fast facts
- TfL’s advertising estate is the most valuable in the world, its development director claims
- In the next eight and a half years, adverts will generate more than £1.5bn in revenue for the network
- Advertising space on TfL includes adverts placed on the Tube, overground, DLR, Victoria Coach Station, trams, bus shelters, buses and on-street advertising
- About 12,000 adverts are placed across the network per year