However, some adverts already on display across the London transport network will remain in place, with McDonald’s confirming it will continue to advertise under the new rules, as the Evening Standard reports. 

The ban covers food and non-alcoholic drinks high in fat, salt and/or sugar (HFSS) and considered less healthy under Public Health guidelines. Cheeseburgers, sugary drinks, chocolate bars and salted nuts would not be accepted under the new rules.

Advertisers will be allowed to appeal the decision if they can prove the advert does not target children.

The ban was first proposed in November of last year following ‘overwhelming’ support from Londoners. Mayor of London Sadiq Khan says the steps are “imperative” to tackling child obesity, with TV chefs Jamie Oliver and Hugh Fearnley-Whittingstall backing the move.

Fearnley-Whittingstall comments: "When it comes to tackling childhood obesity, we need to pull all the levers possible, which is why I'm delighted to hear that not only are the Mayor of London and TfL removing junk food ads on their network, but they're actually going to promote vegetables instead! This is a real victory for veg; let's hope TfL paves the way for others to follow."

“Child obesity is putting the lives of young Londoners at risk and placing huge pressure on our already strained health service,” says Khan. “It is absolutely imperative that we take tough action against this ticking timebomb now, and reducing exposure to junk food advertising has a role to play in this - not just for children, but parents, families and carers who buy food and prepare meals.

“It’s clear that advertising plays a huge part in the choices we make, whether we realise it or not, and Londoners have shown overwhelming support for a ban on adverts for junk food and drink on our transport network.”

But the Advertising Association has voiced concerns over the effectiveness of the ban and the effect it will have on the media sector.

The Association comments: “Further restrictions on the advertising of HFSS food and drink are at odds with research that shows obesity among young people varies significantly across the UK, correlating strongly to areas with increased deprivation.

“This suggests that effective action must be targeted at local level and that blanket nationwide restrictions across media are not the answer. Such bans will not be effective solutions but will be damaging to commercial media and have an additional impact on the quality of media, content and jobs.

“Ofcom and the Government have described UK advertising rules as already ‘among the strictest in the world’. We know from extensive research that further regulations, such a pre-watershed advertising ban, are not effective answers to the challenge Government faces – as numerous Ofcom reviews have previously concluded. These are analogue solutions in a digital age.”

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