London mayor Sadiq Khan has banned all ads promoting a negative body image on the Transport for London (TfL) network.

Khan initially pledged to ban ads that encouraged “unhealthy or unrealistic” body images back in his mayoral election manifesto.

His decision came after a Protein World ad asking women if they were “beach body ready” sparked 378 complaints to advertising watchdog ASA (Advertising Standards Authority) last year.

Many of the ads,, which were shown in Tube stations, were defaced by protesters who called for the ad to be banned on social media.

ASA later ruled the ad was neither offensive nor irresponsible, but it created huge controversy.