So-called ‘body-shaming’ adverts are to be banned from London Underground and other public transport in the capital.

Mayor of London Sadiq Khan has announced that from next month Transport for London (TfL) will not allow adverts which could be seen to cause pressure to conform to unrealistic or unhealthy body shapes or create body confidence issues, particularly among young people.

Last year there was outcry over an advert for protein shakes that appeared at Tube stations featuring a model posing in a bikini and asking ‘Are you beach body ready?’

There was a social media storm, many of the posters were defaced and a petition calling for their removal gathered tens of thousands of signatures.

The advert was later ruled not offensive or irresponsible by the Advertising Standards Authority.

But in announcing the ‘body-shaming’ ad ban, Mr Khan said: "As the father of two teenage girls, I am extremely concerned about this kind of advertising which can demean people, particularly women, and make them ashamed of their bodies. It is high time it came to an end.

"Nobody should feel pressurised, while they travel on the Tube or bus, into unrealistic expectations surrounding their bodies and I want to send a clear message to the advertising industry about this."

Graeme Craig, TfL's commercial development director, said: "Advertising on our network is unlike TV, online and print media. Our customers cannot simply switch off or turn a page if an advertisement offends or upsets them and we have a duty to ensure the copy we carry reflects that unique environment.

"We want to encourage great advertising that engages people and enhances the transport network."

Do you think the London Mayor is right to take action against 'body-shaming' adverts? Do you get offended by ads like the 'beach body ready' poster? Add your comments below.