Adverts promoting negative body images will be banned across the Transport for London (TfL) network from next month.
As part of his mayoral election manifesto Sadiq Khan pledged to ban adverts promoting "unhealthy or unrealistic" body images.
The advertising watchdog received 378 complaints in 2015 about a weight-loss advert that asked customers if they were "beach body ready?"
The Advertising Standards Agency (ASA) watchdog later ruled the advert depicting a bikini-clad female model was neither offensive nor irresponsible.
Mr Khan said: "As the father of two teenage girls, I am extremely concerned about this kind of advertising which can demean people, particularly women, and make them ashamed of their bodies."
Previously, the eating disorders charity Beat said while it recognised advertising and media could not cause eating disorders it was aware of how toxic images could be to an individual.
Many people were quick to praise the mayor's initiative but others warned it was the start of the "Islamification" of London and said the mayor was adopting this policy because of his religious values.
The deputy mayor for transport Val Shawcross said the policy was not meant as a "moral judgement", rather the mayor's office was working with the advertising industry to ensure images were not used that were potentially harmful to young people's mental health.
Did you guys even read? I assumed the same thing too, he banned it because of revealing images, but thats not the case at all. The advertisement received over 350 complaints from people.
Ridiculous.She's extremely fit but not unhealthily thin and obviously photoshopped
All adverts are unrealistic and banning this one in particular is wrong.
Ads that should be banned are the ones with anorexic or obese people on them.
Did you guys even read? I assumed the same thing too, he banned it because of revealing images, but thats not the case at all. The advertisement received over 350 complaints from people.
and the worst is yet to come hahaha...