Transport for London has U-turned after initially refusing to let an advert urging Chancellor Rachel Reeves to tax the super rich be displayed on the Tube.
Greenpeace had booked digital billboard space at Westminster Underground Station from October 23 to 28 ahead of Wednesday’s Budget, but the campaign did not appear.
The ads called for a National Renewal Tax of 2.5% on wealth exceeding £10million and featured a photo of Ms Reeves alongside the tagline: “They have the money. She has the power.”
When Greenpeace bosses questioned where the displays were, they were told that TfL had not approved them.
Emails seen by the Standard between Global, the company that manages TfL’s advertising space, and the campaign group state that the transport provider required permission from Ms Reeves to use her image.
A later email said: “Unless there is something in the public forum stating that Rachel Reeves’ views [align] with the statement in the [advert] we could not accept this without her written permission.”
The decision appeared to be in contradiction to the legal guidance provided by the advertising watchdog.
After checking the proposed ads against its code, the Committee of Advertising Practice (CAP) concluded that obtaining permission from the Chancellor would not be necessary “given the depiction of Rachel Reeves is not an adverse depiction”.
When the Standard contacted TfL, it denied it had ever banned the campaign and said it would be now displayed.
Greenpeace UK climate campaigner Paul Morozzo said: “At Greenpeace we’re big fans of the vital work TfL do for this city, but their original decision was completely baffling and we’re glad they’ve reconsidered it.
“Along with many civil society groups, leading economists and MPs from different parties, our ad simply points out that there’s a solution to the government’s fiscal headaches that the Chancellor seems to be ignoring.
“And that is to impose a modest tax on the wealth of the richest 0.1% to fund measures that could benefit millions of people and make Britain a fairer and greener country.
“Now TfL have changed their mind, we hope the Chancellor will follow suit and consider introducing a tax on the super-rich to unlock the cash needed for the national renewal voters were promised.”
A TfL spokesperson said: “This advert was not rejected by TfL, it has been reviewed in line with our policy and will be running on our network.”
Greenpeace’s wealth tax campaign has featured in a number of newspapers without complaint.
TfL’s advertising guidelines have previously sparked controversy.
A ban on junk food promotion across London's public transport network came into force in 2019.
In 2023 an advert that featured a wedding cake was banned because it was seen to promote "foods high in fat, salt and sugar".
Neil Garratt, Leader of the City Hall Conservatives: "Congratulations to Greenpeace on joining the illustrious list of banned TfL adverts; alongside political heavyweights such as strawberries and cream, wedding cakes, and the controversial 'comedians with hotdogs' lobby.
“We could have told Greenpeace that TfL advertising makes no sense for free, but we welcome them in joining our campaign for a consistent advertising policy - and thank them for wanting to invest in advertising in our amazing capital."
