London's Mayor, Sadiq Khan, has pushed back against demands to prohibit advertisements for fossil fuels and frequent flights on the Transport for London (TfL) network, stating that clear national guidance is a necessary precursor to any such ban.
The Call for a Ban on 'Poisonous' Advertising
The issue was thrust into the spotlight during Mayor's Question Time on Thursday, 20 November. Green Party London Assembly Member Caroline Russell directly challenged the Mayor, urging him to take decisive action against marketing that promotes high-carbon behaviours like car use, which directly contradicts his ambition for London to become a net zero city.
Russell argued, "You have very clear policies in place... Car companies across the UK are spending about £500million a year [on adverts]." She described these adverts as promoting the idea of car ownership in a "crowded, dense city" where fewer drivers are essential for keeping buses moving and reducing pollution.
She pointed to the Swedish city of Gothenburg, which implemented a similar ban on fossil fuel advertising earlier this year, as a model for London to follow.
The Mayor's Stance: A Question of Practicalities
In response, Sir Sadiq Khan expressed "incredible empathy" with the goal of discouraging high-emission activities. However, he firmly stated that any ban would be premature without a framework from the national government and the Advertising Standards Authority (ASA).
He highlighted a key obstacle: the lack of a nationally recognised standard for defining a "high-carbon" category for advertising. This contrasts with previous TfL advertising restrictions, such as the ban on junk food ads in 2019, which were implemented using an official nutrient profile model from the Food Standards Agency.
"It's an issue of practicalities," the Mayor explained, "which is why we're calling out for national guidance... That would really help us provide the clarity and certainty we need."
Minimal Financial Impact Strengthens Critics' Case
A significant point in the debate revolves around the financial contribution of these controversial adverts. The Mayor revealed that less than 0.02 per cent of TfL's advertising revenue comes from the fossil fuel industry.
This minuscule figure has been seized upon by critics, who argue that it demonstrates how easily TfL could refuse such ads without creating a financial hole in its budget. Following the meeting, Caroline Russell drew a powerful parallel, stating, "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?"
She welcomed the Mayor's commitment to push the government for national guidance but emphasised that TfL's advertising spaces should not be working against the city's climate goals. This stance on fossil fuel ads mirrors the Mayor's position on gambling advertisements, where he has also awaited government direction before implementing a promised ban.
