Transport for London (TfL) has rejected an advertising campaign by Save the Children that aimed to raise awareness about the UK’s two-child benefit cap, citing its policy against political advertising. The proposed adverts, designed to resemble train departure boards, featured the message: “By the time you get to work, another child in the UK will be dragged into poverty.” The campaign was intended to coincide with the government’s comprehensive spending review on 11 June. Despite modifying the wording from “time for the UK government to scrap the two-child limit” to “it’s time to scrap the two-child limit,” TfL maintained that the adverts breached its ban on political content.
The two-child limit, introduced in 2017, restricts parents from claiming universal credit or child tax credit for more, Research indicates that this policy is a significant driver of child poverty in the UK. For instance, a study by the End Child Poverty Coalition found a strong correlation between local child poverty rates and the percentage of families affected by the cap. Additionally, analysis by the Child Poverty Action Group suggests that removing the cap could lift approximately 300,000 children out of poverty.
Save the Children expressed disappointment over TfL’s decision, arguing that highlighting the impact of the two-child limit on child poverty should not be considered political. The charity emphasized that the focus was on a social issue affecting children, not on party politics. This incident raises questions about the consistency of TfL’s advertising policies, especially in light of a recent reversal of a ban on adverts after intervention from London Mayor Sadiq Khan.
The rejection of Save the Children’s advert underscores the ongoing debate over the two-child benefit cap and its implications for child poverty in the UK. As discussions continue, the need for transparent and consistent policies regarding political advertising remains a pertinent issue.
