A supermarket advert that was set to appear on the London Underground was rejected by rail bosses because it contained bacon, butter, eggs and jam.
The poster, submitted by online food delivery company Farmdrop, featured a family gathered around a kitchen island with the tagline ‘fresher, fairer groceries delivered to your door’.
However after being stopped by Transport for London because it displayed high in fat meat and dairy products, the online supermarket was forced to crop out the ingredients that were deemed unhealthy.
The original poster was set to run inside Tube carriages and on display panels inside the London Underground.
Online supermarket Farmdrop was stopped from displaying its original food poster on the London Underground because it contained bacon, butter, eggs and jam
The advert’s rejection comes nearly four months after London Mayor Sadiq Khan announced he would be banning all junk food adverts inside the London Underground.
The ban, which is aimed at tackling the ‘ticking time bomb’ of childhood obesity and which was enforced last month, stops organisations from displaying unhealthy snacks and soft drinks in their posters.
After having his initial poster rejected, Farmdrop founder Ben Pugh said he decided to crop out the foods that were deemed unhealthy by TFL but believed the matter had been handled ‘unjustly’.
The poster, which was set to run inside Tube carriages and on display boards, has now been cropped to remove the ingredients that were deemed unhealthy
The original advert was rejected because it contained foods that contained a high amount of fat
He told the BBC: ‘Our ad was a mixture of balanced wholefoods, while McDonald’s Happy Meals and chicken burgers are HFSS-compliant under these rules. It’s crazy. ‘
Farmdrop will now be able to display an amended version of the poster with the ingredients cropped out.
The case comes a week after the Obesity Health Alliance (OHA) called for an 9pm watershed on all junk food adverts.
The ban, which would also apply to outdoor digital billboards, is aimed at protecting children from adverts that display foods that are high in sugar and salt.