New measures implemented by London mayor Sadiq Khan will mean that body shaming ads will no longer feature on billboards along the London underground.
According to The Standard, Khan announced that Transport for London would no longer run ads which could cause body confidence issues, particularly among young people.
Being a father of two teenage girls, Khan believes the ads could “demean” women and encourages them to aspire to unrealistic body shapes.
Khan implemented stricter advertising regulations for Transport for London meaning ads which promote weight loss will no longer be allowed.
The regulations come a year after an ad for weight-loss protein shakes sparked outrage. The ad featured a slim bikini-clad model with the slogan “Are you beach body ready?”
A petition to have the ad removed amassed over 70,000 signatures on Change.org.
No one's confidence or body image should be undermined by ads on our transport system. I've strengthened @TfL policy https://t.co/AJ7qYDQW0T
— Mayor of London, Sadiq Khan (@MayorofLondon) June 13, 2016
“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,” said Khan.
“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,” he said.
The Transport for London advertising partners, Exterion Media and JCDecaux, will establish a steering group to reinforce new regulations.
Transport for London Commercial Director Graeme Craig welcomed the new standards.
“Advertising on our network is unlike TV, online and print media,” he said.
“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.”
