TfL responds to 'controversial' Assisted Dying ads covered up on London Underground

Controversial adverts on the London Underground about assisted dying adverts have been criticised by outraged passengers. The row erupted such that some of the ads have been covered up by suicide prevention charity Samaritans posters in retaliation.

Posters have appeared at Westminster and Euston stations. One shows a mother with terminal cancer alongside the caption “My dying wish is my family won’t see me suffer. And I won’t have to.” Another was of a man named Anil who said: "My dying wish is to know I have choice. My dad didn’t."

Critics say the placement of the adverts is "irresponsible" and "glorifying suicide" on the Tube network where in the 2017/18 financial year there were 72 suicide attempts. This comes as MPs prepare to debate a bill to legalise assisted dying for terminally ill, mentally competent adults with fewer than six months to live on Friday.

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The adverts from campaign group Dignity in Dying campaign were signed off by TfL as "compliant" to their advertising rules despite being committed to barring campaigns on “public controversy or sensitivity”. Some opponents pointed out the fact that ads for junk food had been banned on the network since 2019.

A palliative care doctor campaigning against changing the law wrote on X: "Very irresponsible of TFL to be glorifying suicide here. Will Dignity in Dying advertise at Beachy Head next?"

Videos of a tunnel in Westminster station lined with the adverts showed they had been sabotaged by Samaritans posters taped across the faces and quotes featured. An X user wrote: "People have already sabotaged the assisted dying posters on the London Underground with suicide prevention posters. Jolly good."

A spokesperson for Dignity in Dying said: “Our Let Us Choose campaign features real people who want a change in the law on assisted dying, either because they are terminally ill and want the choice, or because their loved one wanted the choice but was 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. It is fully compliant with the Committee of Advertising Practice code.

“For some of our posters to be vandalised in this way 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: “We reviewed this advertising campaign against both our advertising policy and the Committee of Advertising Practice (CAP) code, and it was found to be compliant.”

If you or someone you know is struggling with mental health call the Samaritans on 116 123 or text SHOUT 85258. Alternatively you can visit their website.

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