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Transport for London (TfL) operates a robust self-certification approach to advertisements across its network. As part of that process, advertisers must confirm that the advert does not contravene any elements of the policy. This is the same approach that TfL applies to all product claims, not just for food and drink that might be ‘HFSS.’
In the case of the healthy food and drink policy, TfL asks advertisers to confirm that the products that they are proposing to show comply with the Public Health England Nutrient Profile Model. In the instance of the KFC vegan burgers, this was confirmed by the advertiser. If TfL requires more evidence, they are able to ask for further verification.
If advertisers were found to have misrepresented their products, the adverts would be immediately removed from the network and they would be reminded of TfL’s advertising policy.