London mayor Sadiq Khan has banned all adverts promoting a negative body image on all Transport for London vehicles.
His decision has come after a Protein World advert sparked 378 complaints to the Advertising Standards Authority last year.
More than 71,000 people signed student Charlotte Baring’s petition calling for the posters on the London Underground be removed.
Scores of people joined the campaign by defacing the posters and calling for them to be removed on social media.
Sadiq 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 about this.’
Petition starter, Charlotte Baring said: ‘Having started my campaign more than a year ago, I am extremely pleased to hear of London Mayor Sadiq Khan’s recent support and action.
'His recognition of the ongoing relevance of this topic alone sends a promising message to the public; the engagement of a political figure granting it the attention it deserves. His understanding that this is not about oppressing nudity, fit-shaming or disempowering women, but about sending a responsible message to the general public, especially those young and impressionable, leaves me hopeful. This is not about turning London into a ‘nanny-state’, but about realising the overwhelming power of advertising within today’s society'.
For more information about this petition email firstname.lastname@example.org.