Sadiq Khan says ministerial guidance needed to ban fossil fuel ads across TfL

The London mayor resisted calls to ban adverts promoting fossil fuels and frequent flights on the Transport for London (TfL) network, saying national guidance is needed before it can happen.

Sadiq Khan was challenged to take action on marketing that encourages car use and other behaviour that contradicts his goal of making London a net zero city.

But the mayor said any ban would need to be preceded by national guidance and that his current inaction was an “issue of practicalities” rather than intent.

He noted that less than 0.02% of TfL advertisement revenue comes from such adverts, and so a ban would not debilitate the network, though this point was evidence to critics of the ease with which the ads could be refused.

During Mayor’s Question Time on 20 November, Green Party London Assembly member Caroline Russell said: “You have very clear policies in place, you’ve done some really great work on reducing air pollution.

“Car companies across the UK are spending about £500m a year [on adverts] – they can afford to cover a whole tube station in adverts, including the gate line, promoting the idea that business is persuading people to buy cars and to use cars when we’re living in a really crowded, dense city where, in the interests of keeping buses moving, you need fewer people to be driving cars on the road.

“Those are the kinds of adverts that you need to be thinking about if you’re going to meet your net zero targets and your other targets that you are committed to in your transport policy.”

She said London should imitate Swedish city Gothenburg, which banned adverts promoting fossil fuels on their transport network earlier this year.

Khan said he had “incredible empathy” and agreed about discouraging behaviour that produced emissions in London. However, he said nothing could be done without national guidance from ministers and the Advertising Standards Authority (ASA).

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“Previous changes to the advertising policy on TfL, such as restrictions for high fat, salt, and sugar foods and non-alcoholic drinks were put in place using the nutrient profile model from the Food Standards Agency.

“There is no equivalent government standard that defines a whole high-carbon category for advertising, making it difficult to implement a similar policy in a consistent way. We must also remember that it’s not just TfL that has an advertising estate across London.

“And I would urge the Government and Advertising Standards Authority to consider issuing national guidance on this issue.

“It’s an issue of practicalities, which is why we’re calling out for national guidance, but also for the ASA to consider issuing separate guidance as well. That would really help us provide the clarity and certainty we need.”

The mayor has taken a similar stance when called upon to prohibit gambling ads on the TfL network. Despite a previous promise to bring in the ban, any City Hall policies could be subject to legal challenge until the government draws up guidance on the issue.

After the meeting, Russell said: “If we can rightfully ban cigarette ads because they harm public health, why are we still allowing advertising that poisons our air and accelerates the climate crisis?

“Londoners are bombarded with messages promoting polluting SUVs and frequent flights, while we simultaneously urge them to cut emissions and protect our environment.

“TfL’s advertising spaces should not be working against our climate goals. The mayor has both the tools and the authority to curb this harmful messaging, and I welcome his commitment to take action and push the government for national guidance.”

The government was contacted for comment.

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