We ask that the London Mayor, TFL and London Assembly repeal the so called 'junk food ad ban' until there has been a proper debate on refining and rationalising the current policy criteria for banning advertising on the TFL estate. 

Currently, the guidance, and policy is illogical, backed by inconclusive science at best, and misrepresented science at worst.

It is oversimplified and in its current form will lead to dangerous signalling impacts which risk confusing the general public as to what constitutes a healthy diet and actually driving them towards childhood obesity, not away from it.

TFL will currently accept advertising for alcohol and ultra processed foods (UPFs) (as long as they are low in fat, sugar and salt - for example Diet Coke) both of which we know are terrible for our bodies. 

And yet, because artisan cheese is high in saturated fats, it is banned as it is perceived to drive childhood obesity. Despite clinical studies proving fermented dairy is a crucial part of our diet, providing positive health outcomes all the way from lower incidences of overweight-ness, Type 2 Diabetes and Cardiovascular Disease through to improved gut health. To name but a few.

It is in fact Ultra Processed Foods (UPFs) that have been shown in clinical trials to be driving childhood obesity, as well as high sugar products. And yet high UPF foods are allowed, whilst natural nutritious foods such as natural, non-processed cheeses are banned.

Furthermore, TFL are currently not following their own guidance in relation to their policy. They state:

'advertisements for food and non-alcoholic drink that are considered to be high in fat, salt, sugar may be considered for an exception by TfL if the advertiser can demonstrate, with appropriate evidence, that the product does not contribute to child obesity'
 In the case of an advertisement submitted by Workspace Ltd, commercial landlords, featuring two of their tenants, one being cheesegeek, graphically represented by a piece of artisan cheese, was clearly neither directed at children, nor would the cheese in question (Stithians) contribute itself to child obesity. This has been proven in a huge clinical study carried out by ‘Zoe’ in the last year incorporating 4m participants. The results showed a huge range of positive health outcomes, as mentioned earlier.

This is in line with a huge range of scientific evidence that dairy is in fact a crucial part of our diet, and in fact a key component of weight loss regimes such as a keto diet, for example.

Despite all this evidence, submitted to TFL, the advert remained banned due to a perceived correlation with childhood obesity. In this case, the advert was clearly not directed at children, nor could it be interpreted in any way to encourage childhood obesity.

We are calling on a review of this policy to ensure it is accurate, properly grounded in nutritional science, consistent, and avoids misleading the public. Implying that a piece of artisan cheese is nutritionally equivalent to junk food, and worse for health outcomes than ultra-processed foods and alcohol certainly is misleading. 
In its current state, we are actually driving children, and parents, away from natural foods, and towards UPFs - quite the opposite impact this policy is intending to address.