Transport for London (TfL) has banned adverts from Save The Children that called for the scrapping of the two-child limit on universal credit and child tax credit, deeming them 'political' advertising. The charity argues the adverts simply highlight the impact on child poverty, while TfL previously reversed a ban on a British Pregnancy Advisory Service advert after intervention from the London mayor.
TfL blocks Save the Children advert calling for end to two-child benefit limit
TfLAdvertisingSocietyPovertyLondonCharitiesMediaPoliticsUK
AI Summary
TL;DR: Key points with love ❤️Transport for London (TfL) has banned adverts from Save The Children that called for the scrapping of the two-child limit on universal credit and child tax credit, deeming them 'political' advertising. The charity argues the adverts simply highlight the impact on child poverty, while TfL previously reversed a ban on a British Pregnancy Advisory Service advert after intervention from the London mayor.
Trending- 1 2017: Conservative government introduced the two-child limit
- 2 Earlier this spring: Shelter's adverts accepted and ran on TfL platforms
- 3 Last week: TfL reversed ban on Bpas adverts after Sadiq Khan's intervention
- 4 Wednesday (June 4, 2025): TfL blocked Save The Children adverts
- 5 June 11, 2025: Government’s comprehensive spending review due
- Save The Children's message about child poverty is restricted from TfL platforms
- The charity will continue to advocate for the scrapping of the two-child limit
- Highlights potential inconsistencies in TfL's advertising policy
What: Transport for London (TfL) blocked adverts from Save The Children advocating for the end of the two-child benefit limit.
When: Decision made recently (as of June 4, 2025). Adverts were due to run to coincide with the government’s comprehensive spending review on June 11.
Where: Westminster underground station, London, UK.
Why: TfL deemed the adverts to be in breach of its ban on 'political' advertising. Save The Children argues the adverts are about child poverty, not party politics.
How: TfL rejected the adverts, even after Save The Children modified the strap line to comply with perceived restrictions.