Why Was TfL's Ad Banned for Promoting Racial Stereotypes?

Transport for London's (TfL) recent social media advert has been banned by the Advertising Standards Authority (ASA) for reinforcing negative stereotypes about black males. The ASA ruled that the advert, part of TfL's Act Like a Friend campaign, irresponsibly depicted a black teenage boy verbally harassing a white girl, which was deemed likely to cause serious offence and perpetuate harmful racial stereotypes.

Last updated: 25 October 2023 (BST)

What’s happening now

The ASA's ruling against TfL's advert has sparked significant discussions around race and representation in advertising. The campaign aimed to encourage bystanders to intervene when witnessing harassment on public transport. However, the specific depiction of a black teenager as the sole aggressor led to concerns that it reinforced existing negative stereotypes. TfL has confirmed that the advert will not be used again, acknowledging that it does not align with their standards of promoting diversity and inclusivity.

Key takeaways

• The ASA banned a TfL advert for reinforcing negative stereotypes about black males.
• The advert depicted a black teenage boy harassing a white girl, which raised concerns about racial representation.
• TfL acknowledged the advert did not meet their standards and has withdrawn it from circulation.

Timeline: how we got here

Since the launch of the Act Like a Friend campaign, several key events have unfolded:

• October 2023: The ASA received a complaint regarding the Facebook advert.
• October 2023: The ASA ruled against TfL, stating the advert perpetuated harmful stereotypes.
• October 2023: TfL confirmed the withdrawal of the advert and acknowledged its shortcomings.

What’s new vs what’s known

New today/this week

The ASA's decision to ban the TfL advert represents a significant moment in the ongoing dialogue about race and representation in media. This development highlights the importance of sensitivity in advertising, especially in campaigns addressing serious social issues like harassment.

What was already established

Concerns about the portrayal of racial stereotypes in media have been long-standing. Previous studies and campaigns have documented how negative representations can affect societal perceptions and contribute to systemic discrimination. TfL's effort to depict harassment in a social context was intended to raise awareness; however, the execution fell short.

Impact for the UK

Consumers and households

This ruling may influence how consumers perceive advertisements from public services and could lead to greater scrutiny of portrayals of race and gender in media. It may also encourage viewers to engage more critically with the content they consume, particularly from public institutions.

Businesses and jobs

For businesses, this incident serves as a reminder of the potential repercussions of advertising content. Companies may need to reassess their marketing strategies to ensure they do not perpetuate stereotypes, which could lead to backlash from consumers and regulatory bodies.

Policy and regulation

The ASA's ruling underscores the importance of ethical advertising practices. Companies may face increased pressure to adhere to standards that prevent harmful stereotypes, which could shape future regulations and guidelines in advertising.

Numbers that matter

• 1: The number of complaints leading to the ASA's ruling against the TfL advert.
• 3: The total number of social media adverts in the campaign, including those portraying different scenarios.
• 2%: The estimated chance an average user would have seen the specific advert complained about in isolation.

Definitions and jargon buster

• ASA: Advertising Standards Authority, the UK regulator for advertising.
• TfL: Transport for London, the authority responsible for the transport system in Greater London.
• Harassment: Aggressive pressure or intimidation, often in a public setting, which can include verbal abuse.

How to think about the next steps

Near term (0–4 weeks)

In the coming weeks, TfL will likely reassess its advertising strategies to ensure they align with its commitment to diversity and inclusivity. This may involve consultation with community groups and experts in representation.

Medium term (1–6 months)

Over the next few months, we may see TfL and other public bodies implementing new guidelines for campaign development that prioritise sensitivity and inclusivity. This could lead to more comprehensive training for marketing teams.

Signals to watch

• Future advertising campaigns from TfL and other public services.
• Changes in guidelines or regulations from the ASA regarding racial and gender representation in advertising.
• Public response to new campaigns, particularly regarding perceptions of racial and gender inclusivity.

Practical guidance

Do

• Ensure advertising content is reviewed for potential stereotypes before release.
• Engage with community groups to gain insights on representation issues.
• Conduct regular training sessions for marketing teams on inclusivity and diversity.

Don’t

• Ignore feedback from the public regarding portrayals of race and gender.
• Assume all viewers will interpret content in the same way.
• Use outdated stereotypes in advertising material.

Checklist

• Review all advertising content for sensitivity to racial issues.
• Incorporate diverse perspectives in campaign development.
• Monitor public reaction to campaigns for future improvements.

Risks, caveats, and uncertainties

While the ASA's ruling is a step towards more responsible advertising, there remains uncertainty about how other organisations will interpret this guidance. The risk of backlash from various community groups could lead to overly cautious advertising strategies that may stifle creative expression. Furthermore, the effectiveness of new guidelines in preventing stereotype perpetuation will depend on consistent enforcement and public engagement.

Bottom line

The ASA's ban on the TfL advert highlights the critical need for sensitivity in advertising, particularly regarding race and gender. As TfL moves forward, it must prioritise diversity and inclusivity in its campaigns to avoid reinforcing harmful stereotypes in the future.

FAQs

Why was the TfL advert banned?

The TfL advert was banned because it reinforced negative stereotypes about black males by depicting a black teenage boy as the sole aggressor in a harassment scenario.

What does the ASA do?

The ASA regulates advertising in the UK, ensuring that ads comply with established standards and do not cause harm or offend.

How can advertising be made more inclusive?

Advertising can be made more inclusive by reviewing content for stereotypes, engaging diverse communities in the creative process, and prioritising sensitivity in representation.