Request ID: FOI-1876-2223 Date published: 29 November 2022
You asked
ULEZ signage, fines, advertising.
We answered
TfL Ref: 1876-2223
Thank you for your clarified request received by Transport for London (TfL) on 8 November 2022 asking for information about ULEZ advertising, signage and fines.
Your request has been considered in accordance with the requirements of the Freedom of Information Act and our information access policy. I can confirm that we hold the information you require. You asked:
What advertising was done in the NW of England to publicise the ULEZ and what dates did any adverts run (months / years to and from). How many drivers with a WA postcode have received a fine for non-payment of the ULEZ on the day despite saying they did not know about the charge between the years from January 2019 to October 2022. I would also like to see the ULEZ signage.
With regard to the expansion of the ULEZ with effect from 25 October 2021, TfL ran a large-scale multi-channel information campaign targeting both private and commercial vehicle owners in both London and the surrounding areas with the aim of raising awareness about the expansion of the Ultra Low Emission Zone. The campaign launched 5 October 2020 giving drivers over a year to prepare for the expansion on 25 October 2021. Advertising also ran initially post the zone expanding.
We did not specifically run advertising in the north-west of England (Cheshire, Cumbrian, Greater Manchester, Lancashire and Merseyside). We focussed our efforts on using channels that would cost effectively reach as many drivers as possible. Some of the channels we used reached a wider population outside London and where relevant information on these channels such as radio, TV, specialist press and video on demand have been included.
The messaging explained where and how the expanded ULEZ would operate, the hours of operation, which vehicles were affected and the required emissions standards, where to check a vehicle, and the cost of the daily charge and how to pay should their vehicle not meet the required emissions standards. There was also detailed information on the TfL website including a downloadable leaflet and maps.
In addition to advertising, early warning signage was installed at entrances to the expanded zone between July and September 2021, explaining the ULEZ was coming on 25 October 2021. In addition, c.130 electronic variable message signs, on main roads throughout London were used to raise awareness of the start date of the scheme. These appeared two weeks ahead of the zone expanding and remained in place, two weeks after the expansion. This was followed by permanent signage at every entry point along the boundary and along key arterial approaches.
The following channels were used to raise awareness and provide detailed information:
Press releases– A number of press releases were issued during the course of the campaign, and they achieved widespread coverage. A number of articles appeared in national broadsheets such as the Financial Times, The Times, Guardian and Independent. There were a series of media events that resulted in the BBC and ITV interviewing the Mayor of London about the ULEZ and it was discussed on BBC London Radio and LBC.
Specialist presstitles - adverts appeared in the following national titles, What Van? Business Car, Fleet World, Van Fleet World, Van User, Electrical Contracting News, Electrical Time Magazine, Heating and Plumbing Monthly, Motorcycle News, What Car? and Route One. This ran in bursts during the campaign (July-September 2021, October-November 2021)
Mailings - We also sent out 1,068,486 letters via the DVLA to registered keepers of non-compliant vehicles seen in the zone during July, August, September and October 2021 to advise of the new scheme and the requirements. TfL didn’t hold the name and address details of the registered keepers the letters were sent to.
Radio - Our radio adverts ran on the following stations: Absolute Radio, Capital London, Gold London, Heart London, Jazz FM, Kiss (London and network), LBC, Magic and Radio X London, Sunrise and Smooth London. Digital radio ran July-October 2021 and analogue radio July-October 2021. The map below shows the radio transmission area both inside and 25-30 miles radius outside of London subject to the terrain:
TV and video on demand –From 4-24 October 2021an advert explaining where the expanded zone would operate, the launch date and how to check your vehicle appeared on ITV, Channel 4, London Live and video on demand channels. The airtime was predominately aimed at London, although ITV and Channel 4 airtime has an overspill of up to 50 miles outside of London subject to the terrain. See below coverage maps.
ITV coverage map:
Channel 4 coverage map:
Roadside posters –Adverts at key roadside locations, on bus shelters and large format cross-track posters on the tube ran from October 2020 in bursts during the campaign (October 2020-October 2021). Posters also appeared on the public transport network.
Pan London press titles - adverts appeared in the Evening Standard and Metro on a given day during October, November, December 2020, January and February 2021.
Regional press titles:Barnet Borough Times, Brent & Kilburn Times, Bromley & Lewisham News Shopper, Barking & Dagenham Post, Camden New Journal, Docklands & East London Advertiser, Enfield Independent, Greenwich Info, Richmond Times, Ilford & Woodford Recorder, Islington & Hackney Gazette, Islington Tribune, Newham & Stratford Recorder, Southwark News, Wandsworth & Wimbledon Times, West London Gazette, Wharf Life, KCW Today, Your Local Guardian. This ran in bursts during the campaign during October-November 2020, February 2021, July 2021, August 2021, September 2021, October 2021 and November 2021).
Social mediaand online video – social media adverts ran on Facebook and Instagram and online video targeted London drivers via third party websites providing visual clarity on the area where the ULEZ expands up to. This ran in bursts during the campaign (August-November 2021).
Google search adverts - directed those interested to the TfL website for further information and to check their vehicle using the online vehicle compliance checker. This activity ran October 2021-October 2022.
Digital display adverts – this ran in bursts during the campaign during October -November 2020, January-February 2021, June-October 2021and digital ads on Waze, a wayfinding navigation app, providing information to drivers of the new expanded boundary and where it operates during February-March 2021, September-October 2021.
Digital radio – within London targeting “London auto owners” and priority London boroughs with high levels of non-compliant vehicles. (October – December 2020 and January-March 2021. Non digital radio June 2021
Emails – over 5 million emails were sent to customers registered with TfL.
Face to face leafleting - took place for 6 weeks from Saturday 28 August to Friday 15 October 2021. The activity focussed on visiting locations with high natural footfall e.g. shopping centres with 80,000 leaflets distributed across 22 London boroughs.
Leaflet door drop - 633,659 leaflets were distributed between 11-28 January 2021 to residents living within a 1.1km radius outside the boundary and 1.875km radius inside the boundary of the expanded zone.
Post 25 October 2021 advertising appeared on radio, digital display and via Google search as well as posters. In addition, Waze (a wayfinding driving app) provided information if a destination is affected by the Ultra Low Emission Zone.
Digital radio – ran October-December 2021
Analogue radio – ran October-December 2021
Digital display adverts – ran October 2021-March 2022
Google search adverts – ran October 2021-March 2022
There have been 4,970 PCNs issued to addresses with the WA prefix.
The ULEZ was launched on 8 April 2019 to cover the same area of central London as the Congestion Charging zone. As the scheme was new between 8 April and 10 May 2019, we issued warning notices rather the PCNs.
The scheme was suspended from 23 March to 17 May 2020 in response to the Covid 19 pandemic. In order to ensure that motorists were aware that the scheme had been reinstated, between 18 and 29 May 2020, we issued warning notices rather than Penalty Charge Notices.
On 25 October 2021 the ULEZ was expanded to cover the area up to but not including the North and South circular roads. As the expansion was new, between 25 October 2021 and 22 November 2021 we issued warning notices rather than PCNs.
In order to challenge a penalty the recipient must first submit a representation to us. If the representation is accepted the penalty is cancelled. If we reject the representation the motorist has a further right of appeal to an Independent Adjudicator at London Tribunals.
We have received 689 representations in challenge of these with 312 being accepted.
In summary, TfL endeavoured to provide adequate information to ensure that all motorists, including those from outside London, are aware of the ULEZ and how it operates. As well as placing signage at each entry and exit point and along all main approaches to the zone, our website features a detailed map of the zone boundary. There is also a location check facility, which enables motorists to enter a postcode, street name or location name to verify whether or not their journey took them through the zone. More information is also available through our call centre, where customers are able to obtain advice and guidance on whether a given route or destination lies within the zone and whether a charge is payable. However, having passed signage to make them aware that they are entering or leaving the zone, the onus is ultimately on drivers to familiarise themselves with the rules of the scheme and ensure that the charge is paid within the prescribed timeframe.
If this is not the information you are looking for, or if you are unable to access it for any reason, please do not hesitate to contact me.
Please see the attached information sheet for details of your right to appeal as well as information on copyright and what to do if you would like to re-use any of the information we have disclosed.
Yours sincerely
Sara Thomas FOI Case Management Team General Counsel Transport for London
