Transport for London (TfL) has rejected advertisements from Save The Children that advocate for the abolition of the two-child limit on universal credit and child tax credit, citing a breach of its political advertising regulations. Designed to resemble a train departure board, the ads aimed to raise awareness about rising child poverty, with the charity noting that the limit contributes to dragging 109 children into poverty each day. Despite modifying the message, TfL upheld its initial decision. The issue has sparked concerns about the distinction between political expression and the pressing humanitarian message of child poverty.
We understand TfL have a difficult line to tread when approving or rejecting advertising on the underground. But in our eyes this is deeply disappointing.
Analysis by the End Child Poverty Coalition has shown that the cap is a key driver of child poverty in the UK, lifting 350,000 children out of poverty.
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