Mayor of London Sadiq Khan has confirmed that junk food advertising will be banned on the capital's transport network from 25 February 2019 in a bid to cut childhood obesity.
The ban will cover all adverts for food and non-alcoholic drinks high in fat, salt and/or sugar, which fall under Public Health England's "less healthy" guidelines.
Food and drink brands, restaurants, takeaways and delivery partners will only be able to place advertising on the network if it promotes healthier products.
The ban will apply to all TfL controlled transport covering the Underground, Overground, London buses, TfL Rail, trams and river services.
Khan said: "Child obesity is putting the lives of young Londoners at risk and placing huge pressure on our already strained health service. It is absolutely imperative that we take tough action against this ticking timebomb now, and reducing exposure to junk food advertising has a role to play in this - not just for children, but parents, families and carers who buy food and prepare meals.
"It's clear that advertising plays a huge part in the choices we make, whether we realise it or not, and Londoners have shown overwhelming support for a ban on adverts for junk food and drink on our transport network."
The move has gained the support of chefs Jamie Oliver and Hugh Fearnley-Whittingstall while UKHospitality has said it will work closely with the Mayor's Office as the measures are brought into force.
Kate Nicholls, CEO of UKHospitality, said: "Hospitality operators share the public's support for calorie, salt and sugar reduction and promoting healthy attitudes to food and drink - which is why the sector is working collaboratively with government, the Mayor's Office and public health stakeholders to that end.
"The mayor has heeded our calls for the commercial right of hospitality businesses to advertise, to promote the healthy options that they are increasingly offering. We welcome the opportunity to engage further with his team, to provide clarity on the detail of these proposals.
"Hospitality is an economically, socially and culturally valuable and prominent part of London life, and creates great experiences for residents and visitors alike. We want to continue to play a part in delivering more healthy lifestyle choices for our customers."