Adverts which put Londoners under pressure over body image are to be banned from the Tube and bus network.
Sadiq Khan announced that Transport for London would no longer run ads which could cause body confidence issues, particularly among young people.
The Mayor, a father of two teenage daughters, warned the ads could “demean” women and encourage them to conform to unrealistic or unhealthy body shapes.
TfL’s new advertising policy, which does not include all images of people in their underwear or swimming gear, is only expected to affect a handful of the 12,000 adverts a year which run across the network, including at bus shelters and on-street sites.
It means controversial adverts like Protein World’s “Are you beach body ready?” poster, which provoked a huge backlash when it appeared last year, would no longer be allowed.
The weight-loss ad, which featured a bikini-clad model, sparked a protest in Hyde Park as well as a petition on Change.org with more than 70,000 signatures, although it was not banned by the Advertising Standards Authority.
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…