Essential Guidelines for Advertising on the Tube

Advertising on the London Underground offers brands an unparalleled opportunity to reach millions of daily commuters in high‑traffic zones across central London. But this powerful exposure comes with important guidelines. Adhering to Transport for London (TfL) and ASA regulations ensures your campaign makes a positive impact and keeps your brand safe and compliant.

Our Top Tips for Ad Campaigns

1. Comply with TfL’s Advertising Policy

TfL maintains firm but fair rules for Tube advertising. All ads must comply both with UK advertising law (via CAP/ASA) and TfL’s internal policy.

Key restrictions include:

• No offensive, obscene or discriminatory content.
• No underage or overly sexual imagery.
• No promotion of violence, illegal activity or party‑political messages.
• No ads featuring HFSS (high-fat, salt or sugar) foods unless proven exempt. (Check out how comedian Ed Gamble fell foul with a hotdog, and how he got around things!)

2. Respect Visual and Accessibility Standards

All adverts must follow TfL’s corporate design specifications, including the typeface, minimum text size and legibility rules. These rules ensure clear contrast, accessible layout and consistent branding across the Tube network.

3. Use Approved Branding

If your campaign uses any intellectual property it must follow TfL’s licensing rules.

4. Seek Pre‑Approval

All creatives require sign‑off by TfL or approved media agents before going live. Submissions are reviewed for compliance and removed at the advertiser’s cost if they breach guidelines.

5. Tailor Your Message Thoughtfully

Tube adverts are seen by a broad audience, including commuters, tourists, professionals and students. Your copy should be simple, inclusive and mindful of community diversity.

6. Plan for Format‑Specific Specs

Different advertising formats require different designs, typographic standards and file guidelines. Posters, escalator panels, platform posters and digital screens all have exacting requirements—for example, platform cross‑track posters need bold typography readable from a distance, with high contrast colour schemes.

How London Underground Advertising Helps You Thrive

Partnering with London Underground Advertising ensures a seamless, stress‑free journey through these guidelines.

Expert Guidance

Our team stays on top of all TfL and ASA regulations year‑round. We can clarify whether your creative requires a licence, help adapt HFSS‑flagged imagery, and ensure roundel usage meets licensing conditions.

Efficient Approvals

We submit all campaigns through TfL’s review channels, pre‑emptively addressing any compliance issues so your adverts reach tube stations on time.

Bespoke Design Standards Support

From digital screens to stark posters, we help you meet the strict standards and layout benchmarks that TfL mandates.

Format‑Optimised Campaigns

Whether you want dynamic digital escalator screens or striking large‑format panels on tunnels, we advise on format‑specific creative best practices to maximise impact.

Strategic Campaign Monitoring

Once your campaign launches, we track performance, ensure compliance throughout your flight period and manage any required updates or changes.

Why Following Guidelines Provides Maximum Impact

Compliance isn’t just about avoiding fines, it elevates your brand perception and campaign effectiveness:

• Stronger brand trust: Clear design, readability and appropriateness reflect well on your brand
• Greater reach: Compliant campaigns are approved faster and avoid disruption
• Positive engagement: Thoughtful, inclusive messages resonate more deeply with commuters

London Underground Advertising helps you achieve all this without the regulatory headache.

By working with London Underground Advertising, your campaign will not only meet every rule but will shine in the Tube ecosystem with clear messaging, crisp design and full compliance and make your brand a welcome sight at station stops.

Frequently Asked Questions

1. Why is approval needed before running Tube ads?

To ensure every advert complies with UK advertising laws (ASA/CAP) and TfL’s internal policies. Non-compliant ads are removed at the advertiser’s cost.

2. What are HFSS restrictions on the Tube?

TfL bars ads showing foods high in fat, sugar or salt based on Public Health England guidelines. Examples include hot dogs, candy and fried foods.

3. Can roundels or Johnston typeface be used in my ads?

Yes, but only under strict licensing terms to ensure consistent, high‑quality branding.

4. How does London Underground Advertising support my campaign?

We help interpret rules, optimise creative, oversee submissions, and manage campaign compliance—ensuring effective, trusted advertising that hits the ground running.