London’s transport network has defended a decision to ban a theatre poster featuring an image of a Victoria sponge cake for flouting rules aimed at tackling childhood obesity.
The proposed poster for Tony n’ Tina’s Wedding depicted a bride and groom on top of a severed wedding cake with a jam and cream filling.
Transport for London confirmed that the advert was prohibited under guidance designed to reduce children’s exposure to sugary and fatty foods. It bans any posters that directly or indirectly promote food that is high in fat, salt and sugar.
Paul Gregg, a theatre impresario behind the West End show, said it was a ridiculous decision. He told the Sun: “I never dreamed it would be a problem. We’ve now reached a point where a poster can be banned because it features a cake. It’s ridiculous and just makes everything hard work.”
TfL’s guidance takes it lead from the Department of Health and Social Care’s nutrient profiling model aimed at significantly reducing the exposure of children to advertising of foods high in fat, salt and sugar. It has been used by the broadcasting regulator Ofcom since 2007 to restrict TV adverts that feature unhealthy foods.
The model was developed by the Food Standards Agency and is widely backed by nutrition experts.
A TfL spokesperson said:“We welcome all advertising on our network that complies with our published guidance. We are always happy to work with brands to help them follow our advertising policy.”
They pointed out that a new advert for the show that complied with the policy had recently been approved.
The Sun reported that the theatre company tried unsuccessfully to appeal against the ban on the initial advert. It said the new ad campaign cost an additional £5,000.
Under TfL’s guidance, food that is high in sugar and fat can be featured only if the advert also promotes healthier options.
