Body-shaming ads are banned from London transport; mayor says they are unrealistic and unhealthy

Advertisements that are likely to cause people to have “body confidence issues” will be banned from London’s public transport network from next month, mayor Sadiq Khan announced on Monday.

The new rules will apply to the estimated 12,000 adverts that appear each year on the network run by Transport for London (TfL), a local government body, which includes the Underground, buses, trams and trains.

TfL’s advertising estate is the most valuable in the world and is expected to generate more than £1.5 billion (US$2.7 billion) in revenue by the end of 2025, the mayor’s office said in a statement.

“From next month, TfL will not allow ads which could reasonably be seen as likely to cause pressure to conform to an unrealistic or unhealthy body shape, or as likely to create body confidence issues, particularly among young people,” the statement said.

Khan, a member of the opposition Labour party who was elected last month, said he was moved to act out of personal experience.

“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,” he said.