Transport for London Confirms Compliance of Assisted Dying Advertisements

Transport for London (TfL) has stated that advertisements advocating for the legalisation of assisted dying meet compliance standards. These advertisements, originating from the campaign group Dignity in Dying, commenced their display across London’s public transport system on 18 November. Not Dead Yet UK, a campaign organization that stands against euthanasia and assisted suicide, characterized the advertisements as “absolutely tasteless given the seriousness of the issue and the risks associated with this law” in a statement shared on X. Dignity in Dying asserted that its campaign utilized “positive imagery” and adhered fully to the Committee of Advertising Practice code. Separately, Transport for London confirmed that the advertisements complied with its own advertising policy. Members of Parliament are scheduled to cast their votes on the Terminally Ill Adults (End of Life) Bill, applicable to England and Wales, on Friday. Certain posters within the network have been obscured by advertisements from the Samaritans. The Samaritans organization clarified that it did not authorize this action. A spokesperson representing Dignity in Dying stated that their advertising initiative, titled Let Us Choose, showcased individuals seeking a modification in the legislation concerning assisted dying. These individuals either had a terminal illness and desired this option, or their loved one had sought this choice but was unable to access it. The spokesperson added, “The campaign uses positive imagery of these people living life on their own terms, alongside messages about why they are campaigning for greater choice.” They further commented, “For some of our posters to be vandalised is disappointing, and understandably upsetting for those pictured.” The spokesperson concluded by stating, “We are in contact with them and we are making sure that they are being supported.” A spokesperson for TfL confirmed that the two-week advertising campaign underwent a review against both TfL’s advertising policy and the Committee of Advertising Practice (CAP) code, and was determined to be compliant.