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Dr Will’s challenges TfL’s HFSS ad rules

PR Campaign
Thursday 12th November, 2026

After Transport for London rejected an advert for its avocado oil mayo, Dr Will’s called for a rethink of the HFSS rules. The brand says the rules fail to distinguish minimally processed ingredients from heavily processed alternatives, turning a rejected bus ad into a debate about how food advertising is judged.

Why it worked: It weaponised a rejected ad into a regulatory inconsistency story, contrasting banned “real food” mayo with permitted alcohol and UPFs.

The lesson: Consider reframing a rejection into a data-backed fairness test, highlighting a clear double standard with a vivid, everyday comparison.

Dr Will’s Transport for London
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
pricer.lt Dr Will’s calls for HFSS rules rethink after avocado mayo ad rejected by TfL - News Pricer.lt Thursday 12th November, 2026
thegrocer.co.uk Dr Will’s calls for HFSS rules rethink after avocado mayo ad rejected by TfL Thursday 12th November, 2026
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