Source · Select Committees · Women and Equalities Committee
Recommendation 11
11
Paragraph: 90
Whilst the Committee was pleased to see that TfL has taken steps to protect Londoners...
Recommendation
Whilst the Committee was pleased to see that TfL has taken steps to protect Londoners from advertisements that could promote body dissatisfaction and bolster diverse advertising on their network, we were disappointed it had not been fully evaluated to properly assess the impact of their policy, both on their consumers and their advertising revenues. We recommend that the Government works with the advertising industry and TfL to consider what impact banning adverts has on protecting people from developing negative body image. It should update us within 6 months.
Paragraph Reference:
90
Government Response
Not Addressed
HM Government
Not Addressed
As part of the Government’s Online Advertising Programme we will further engage with stakeholders such as TfL and the wider advertising ecosystem on this issue. We will provide the Committee with an update in November on our findings, as part of the Online Advertising Programme and also in the round on the issue of body image, as we engage with stakeholders on body image through our regular engagements with the sector. Context of TfL’s work In addition to TfL banning adverts to protect people from developing negative body image, February 2020 was the first anniversary of their introduction of restricting advertising for food and non-alcoholic drinks high in fat, sugar or salt (HFSS). Reflecting on this shift, TfL have changed the way they work with agencies and brands. They have invested time in working with them to ensure the policy is understood and leads to appropriate advertising. There is an interplay here with their approach to reducing advertising that portrays body image in a negative way, which Government is keen to engage further with them on. The Government would support any work between TfL and the wider advertising sector to further promote the messaging as conveyed in the TfL codes that specifically address body image.31 The TfL Advertising Steering Group who oversaw the implementation of the policy changes around body image have noted the reduction of problematic copy in this area. The group also reviews the range and number of complaints received and provides regular comment and insight. Furthermore, by engaging with TfL’s annual Diversity in Advertising competition, government officials will explore the issues of intersectional representation of body image. Through this competition TfL looks to directly challenge attitudes around gender inequality and the representation of women. In 2019 TfL asked entrants to submit campaigns which featured authentic representations of London’s Black, Asian or Minority Ethnic communities.