TfL Advertising (3)

MQT on 2007-05-23
Session date: 
May 23, 2007
Question By: 
Sally Hamwee
Liberal Democrats
Asked Of: 
The Mayor


New Media Age's editor Michael Nutley published this opinion on the magazine's website on the 14th of March:

"today I get a press release from Transport for London about its latest anti-fare-evasion campaign, which apparently includes an email being sent to all Oyster cardholders telling them fare dodging is a crime.

"I would have thought anyone who has bought and registered an Oyster card is a pretty low risk for fare evasion; they've already bought into the idea of paying their fare. I'm guessing the only reason that TfL is emailing these people is because theirs are the only names it has' The end result, of course, is that sympathy for these companies is diminished at exactly the time they most need the public on their side. And it's no way to build any kind of brand loyalty"

With this in mind can you explain why it was decided to email registered Oystercard users- who are already automatically fined if they pay the incorrect fare in many cases- in this campaign?


Answer for TfL Advertising (3)

Answer for TfL Advertising (3)

Answered By: 
The Mayor

The aim of the email campaign was to alert Oyster users to the risks of not validating their card on buses and Tubes and thereby help them avoid the Penalty fare. This seemed a reasonable step to take, being helpful advice to people whether they had knowingly or unknowingly used their cards in this way.Indeed registered Oyster card holders with PAYG only were targeted, as they are on the increase and have to be validated on every occasion; those with travel cards or bus season tickets were not included in the campaign.