TfL adverts: Which campaigns have received the most complaints since 2019/20?

Transport for London’s (TfL) network of Tube, tram, Overground and more presents a wealth of advertising opportunities for those wishing to promote their wares to travelling Londoners. However, as is to be expected of a system of such size, things do not always run smoothly, with commuters occasionally left bemused by what is either approved or declined by the authority.

The most notable recent example was the decision by TfL to remove an advert for a West End theatre play, Tony N’ Tina’s Wedding, because it depicted a cake.

It was deemed to breach TfL’s policy of not allowing adverts which promote foods that are “high in fat, salt and sugar”. Emma Best, a Conservative London Assembly Member (AM), described the move as “totally bizarre”.

TfL also got in some hot water earlier this year over what were deemed “misleading” wraparound adverts related to claims around zero-emission buses, and just last month had to remove a series of fake Barbie posters slamming political figures including prime minister Rishi Sunak and home secretary Suella Braverman.

Ahead of TfL’s annual advertising report due later this summer for 2022/23, we took a look back at what the most complained-about campaigns were on its network, and why other adverts were declined, over the last three years.

2021/2022

The five campaigns that received the most complaints were:

• Channel 4: Naked Attraction (31)
• Not known (23)
• TIER (14)
• Floki Inu (10)
• Oncologia (9)

In 2021/22, TfL declined a total of 60 advertisements, the most for being “unacceptable for some other substantial reason” (22 of the 60).

2020/21

The five campaigns that received the most complaints were:

• Azerbaijan (42)
• PS5 (16)
• #RapefreeIndia (15)
• Bishop Climate (7)
• HEX (4)

In 2020/21, 55 adverts were declined by TfL. The most common reason, with 38, was due to the policy clause: “promotes food or non-alcoholic drink which is high in fat, salt and/or sugar”.

2019/20

The five campaigns that received the most complaints were:

• Royal Brunei Airlines (111)
• Northern Cyprus Holidays (33)
• Hostmaker (16)
• Kapten Taxi App (12)
• Monday.com (11)

A total of 75 adverts were declined by TfL in 2019/20. As with the following year, the most common clause being in relation to food and drink, constituting a massive 44 of the 75.