Request ID: FOI-3167-2324 Date published: 29 December 2023
You asked
This is an information request relating to posters paid for and designed by TfL in the current and past 2 financial years (2021/22, 2022/23 & 2023/24).
Please include the following information:
• Total cost of all posters produced by TfL
• Total number of posters produced by TfL
• If possible - a PDF copy of all posters produced in this timeframe
For clarity:
• This does not include advertisement posters from external companies
An example of a TfL poster: https://www.itsnicethat.com/news/vccp-london-andrew-hudson-tfl-illustration-070623
We answered
Our Ref: FOI-3167-2324
Thank you for your request received on 7 December 2023 asking for information about TfL posters. Your request has been considered in accordance with the requirements of the Freedom of Information (FOI) Act and our information access policy. I can confirm that we do hold the information you require. You asked: This is an information request relating to posters paid for and designed by TfL in the current and past 2 financial years (2021/22, 2022/23 & 2023/24). Please include the following information: • Total cost of all posters produced by TfL • Total number of posters produced by TfL • If possible - a PDF copy of all posters produced in this timeframe Please note that the information provided below is based on the number of master advertising poster designs delivered (each poster design will be adapted into multiple formats), and may not capture every single poster design that may have been produced during this period. The information does not include non-advertising posters that may have been produced within the organisation, such as those placed in head office buildings, staff rooms, or elsewhere on our network. Posters are a key way we communicate with customers and raising awareness of key information, particularly where the information being conveyed impacts a large number of people who use our network. Posters can also provide important details on how to contact us so that we can receive feedback inform our decision making on future projects, programs and policies for London’s transport. The expenditure detailed below supports a wide range of transport services and related activities including essential public transport and road safety messages, fares and ticketing messages, and improvements to public transport messaging to encourage the use of public transport which is helping TfL’s ridership recover to pre-pandemic levels, and to share vital information with Londoner’s on TfL’s road user charging schemes such as the Congestion Charge and Ultra Low Emission Zone.
FY 2021/22 Apr 21 – Mar 22
FY 2022/23 Apr 22 – Mar 23
2023/24 FY to date Apr 23 – Nov 23
Media cost
£1,304,309.87
£1,222,176.44
£1,922,212
Number of master advertising poster designs produced
85
105
107
Unfortunately, to provide the remaining information you have requested would exceed the ‘appropriate limit’ of £450 set by the FOI (Appropriate Limit and Fees) Regulations 2004. Under section 12 of the FOI Act, we are not obliged to comply with a request if we estimate that the cost of determining whether we hold the information, locating and retrieving it and extracting it from other information would exceed the appropriate limit. This is calculated at £25 per hour for every hour spent on the activities described. We have estimated that it would cost over £450 to provide a response to your current request. This is because it is estimated that it would take in excess of 18 working hours to retrieve and compile the information you have requested. It is not possible to provide a cost for producing just the posters, as this information is not held separately. Production of our advertising assets is recorded as a total, as opposed to by channel. In addition, due to the volume of posters produced we are also unable to provide PDF copies of all posters as they are not held centrally. To help bring the cost of responding to your request within the £450 limit, you may wish to consider narrowing its scope so that we can more easily locate, retrieve and extract the information you are seeking. If you want to refine your request or make a FOI Act request in future, please bear in mind that the FOI Act allows you to request recorded information held by us. You should identify the information that you want as clearly and concisely as you can. Although your request can take the form of a question, rather than a request for specific documents, we do not have to answer your question if it would require the creation of new information or the provision of a judgement, explanation, advice or opinion that was not already recorded at the time of your request. Please note that we will not be taking further action until we receive your revised request. In the meantime, if you have any queries or would like to discuss your request, please do not hesitate to contact me. Please see the attached information sheet for details of your right to appeal.
Yours sincerely
Gemma Jacob Senior FOI Case Officer FOI Case Management Team General Counsel Transport for London
