London Mayor Sadiq Khan recently announced that advertisements that cause body shaming and body confidence issues would no longer appear on the city's subways and buses.
"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," Khan stated, notes the London Evening Standard. "It is high time it came to an end."
"Nobody should feel pressurized, 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," Khan added.
The new policy will not affect ads for underwear or swimming suits.
An ad for Protein World with a woman in a yellow bikini and the text "Are you beach body ready?" that caused controversy in 2015 would reportedly not be allowed under the new rule.
The ad spurred outrage and a Change.org petition, but it was not censored by the UK's Advertising Standards Authority.
According to Khan, Transport for London (TfL), which handles the ads for public transportation, should not see a negative impact from the new policy. TfL is expected to bring in more than $2 billion in advertising money over the next eight years.
Some conservatives mocked Khan's new rule and the fact that he is a Muslim.
The Daily Caller ran this headline: "London’s Muslim Mayor Bans Sexy Women In Advertisements."
InfoWars.com used the headline: "London’s Muslim Mayor Bans Ads with Attractive Women" and re-posted some derogatory tweets:
"[W]ho the ever loving f--- are you to say what woman should look like?"
"[P]retty sexist of you to think women are not mentally strong enough to look at a picture of an attractive model."
"[I]f someone is fragile enough to have their confidence 'undermined' by an advert that's their fault and problem."
"Some men's confidence may undermined by David Beckham. Can you ban him & any images of him too?"