It is one of the British foods that immediately calls to mind Wimbledon and the beginning of summer - but the Mayor's office has had to ban its own adverts depicting strawberries and cream under its new anti "junk food" rules.

The new regulations, which came into force in late February, decree that adverts on the Tube cannot show "junk food". As well as burgers and sweets, this includes any food that is high in fat, salt and sugar.

Examples of banned foods include olive oil, jam, pesto, cheese, Marmite, tinned fruit and honey.

The new rules were welcomed by celebrity chefs including Jamie Oliver and Hugh Fearnley-Whittingstall.

The strong new measures, endorsed by Sadiq Khan, has meant that seemingly innocuous foods have to be banned from adverts, according to documents revealed by the Spectator under FOI.

One such advert, on the District Line, depicted strawberries and cream as an advert for Wimbledon.

A contractor for TfL wrote in an email about the redactions to adverts: "There are some strawberries and cream by Wimbledon. Can we just remove the cream?"