Assisted dying adverts are compliant, TfL says

Dignity in Dying says the adverts feature people who were are either terminally ill or whose loved one want a choice when it comes to assisted dying

Adverts promoting the legalisation of assisted dying are compliant, Transport for London (TfL) has said.

The adverts, from the campaign group Dignity in Dying, were put on display across the London travel network on 18 November.

Not Dead Yet UK, a campaign group that opposes euthanasia and assisted suicide, described the adverts as "absolutely tasteless given the seriousness of the issue and the risks associated with this law", in a post on X.

Dignity in Dying said the campaign used "positive imagery" and was fully compliant with the Committee of Advertising Practice code. Transport for London said the adverts were compliant with its advertising policy.

MPs will vote on the Terminally Ill Adults (End of Life) Bill for England and Wales on Friday.

Some of the posters on the network have been covered by posters for the Samaritans. The organisation said it had not sanctioned this.

'Positive imagery'

A spokesperson for Dignity in Dying said its advertising campaign, Let Us Choose, featured real people who wanted a change in the law on assisted dying, either because they were terminally ill and wanted the choice, or because their loved one wanted the choice but had been denied it.

"The campaign uses positive imagery of these people living life on their own terms, alongside messages about why they are campaigning for greater choice," the spokesperson said.

"For some of our posters to be vandalised is disappointing, and understandably upsetting for those pictured.

"We are in contact with them and we are making sure that they are being supported."

A TfL spokesperson said they reviewed the two-week advertising campaign against TfL's advertising policy and the Committee of Advertising Practice (CAP) code, and it was found to be compliant.