A recent advert by Transport for London (TfL) has been banned by the UK's Advertising Standards Authority (ASA) for perpetuating negative racial stereotypes about black males. The advert, part of the "Act Like a Friend" campaign, was intended to encourage passengers to safely intervene when witnessing hate crimes or sexual harassment on public transport.

Controversial Campaign Content

The advert in question depicted a black teenage boy verbally harassing a white girl on a bus, while a white teenage boy sat nearby, contributing to the girl's sense of being boxed in. This portrayal led to a complaint that the advert was irresponsible and offensive, reinforcing harmful stereotypes about black males as aggressors. TfL explained that this was one of three adverts, each showing different scenarios, including a white male committing a hate crime against a black woman and another white male against a fellow white male.

ASA's Ruling and TfL's Response

Despite TfL's defense that viewers would typically see a mix of the three adverts, the ASA maintained that the advert could be viewed in isolation, thus perpetuating a negative stereotype. The ASA concluded that the advert was irresponsible and likely to cause serious offence, banning it from future use. TfL expressed regret, acknowledging that the advert fell short of their usual standards when seen alone. A spokesperson emphasized TfL's commitment to reflecting London's diverse population and avoiding stereotypes in their advertising.

Campaign Timing and Broader Implications

The campaign, launched during national hate crime awareness week, underscores the critical need for sensitivity in public messaging. The ASA's decision highlights the ongoing challenges in balancing impactful advertising with social responsibility, particularly in a diverse city like London.