Adverts with "unhealthy" or "unrealistic" body images will be banned from London's transport networks under new rules made by London Mayor Sadiq Khan .
In a crackdown on images which could pressure people to conform to a certain look, Transport for London (TfL) will not allow adverts which are "likely to create body confidence issues", particularly among young people.
Acting on one of his election pledges, the Mayor has also asked TfL to form an Advertising Steering Group to make sure it's under review regularly.
It follows outrage at a Weight Loss Collection advert - one of 12,000 that appear each year - asking people if they were "beach body ready", which offended commuters, who claimed it was damaging to people's attitudes.
Speaking on Monday (June 13) as he announced the changes, 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."
Advertisement controversy is not a new issue for TfL, who in January (2016), pulled burger adverts from trains after angry vegetarian commuters said it tempted people to eat meat .
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.”
London's advertising is said to generate more than £1.5 billion, money which is reinvested in the city's transport network.
