Assisted Dying Ads on London Tube Ignite Debate Over Messaging and Policy

Posters advocating for assisted dying legislation were approved by TfL but faced backlash, including being covered with suicide prevention ads.

The ads, placed by the group Dignity in Dying, aim to influence MPs ahead of a vote on legalizing assisted dying for terminally ill adults in England and Wales.
Critics argue the ads are inappropriate for the London Underground, where suicides and attempts are a recurring issue, citing potential harm to vulnerable individuals.
Transport for London (TfL) approved the ads despite its policy against campaigns on public controversy or sensitivity, drawing comparisons to its ban on junk food ads.
The Samaritans, a mental health charity, temporarily covered the ads with suicide prevention posters, reflecting the strong opposition to the campaign.
The proposed bill requires terminally ill adults to seek approval from two doctors and a High Court judge, but some believe the process lacks sufficient safeguards.