Rejected Adverts

Questions to the Mayor of London – answered at on 16 November 2022.

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Photo of Andrew Boff Andrew Boff Conservative

Since your junk food advertising policy came into effect across the TfL network, how many adverts have been rejected each year due to your guidelines? Please specify what each rejected advert was for.

Photo of Sadiq Khan Sadiq Khan Mayor of London

Transport for London (TfL) introduced restrictions on foods and non-alcoholic drinks considered to be high in fat, sugar and salt (HFSS) in 2019. The HFSS restrictions use the Food Standards Agency’s Nutrient Profile Model to assess whether a specific food or non-alcoholic drink is considered HFSS. The model assesses a specific product based upon the nutritional content per 100g and is not based upon whether the product might be classified as ‘junk food’.

The below table covers adverts referred to TfL and rejected under HFSS restrictions stipulated within the TfL Advertising Policy:

Financial Year

Number of Adverts Rejected by TfL







TfL do not categorise its data by why the advert was rejected under the HFSS restrictions.