As part of his mayoral election manifesto Sadiq Khan pledged to ban adverts promoting "unhealthy or unrealistic" body images.
The Be Real Campaign has responded, welcoming the news that the London mayor plans a ban on negative body image adverts on the Tube, buses and trains.
Denise Hatton, Chief Executive of YMCA England, one of the founding partners of the Be Real Campaign for better body confidence, said: “We know that advertising has a huge impact on the way that young people and adults feel about their bodies and we welcome this positive decision the Mayor has taken.
“Advertising overwhelmingly influences how we see ourselves and, currently, young men and women are bombarded with images of idealised body types that, for the majority of the population, are simply unobtainable.
“Research shows that almost three quarters of people consider media, advertising and celebrity culture to be the main social influences on body image. So the Mayor is right to focus on this issue and to ensure that those travelling in the Capital are not negatively influenced by what they see or hear.
“We hope that this move will act as a catalyst for other transport organisations and the wider advertising industry to take similar steps to ensure that that their campaigns promote positive body images and ensure young people and adults can feel confident about themselves.”
If you would like to learn more about the Be Real Campaign and how you can get involved please contact us.