Sir Sadiq Khan has launched a £7 million campaign aimed at countering what he calls “lies and hatred” about crime in London.
The Mayor of London says the seven-figure social media push will promote the capital globally and push back against what he describes as “disinformation” damaging its reputation.
He claims there is a “global scourge” of false narratives about London, and says the campaign will instead highlight the city’s “rich heritage, world-class experiences, culture, creativity, and role as a centre for innovation and trade.”
The initiative will target audiences across Europe, the United States, and Asia. It follows a Greater London Authority report which found a 200% rise in social media posts portraying London as unsafe or in decline.
That report, published in March, said platforms had seen a noticeable increase in content describing the city as “dangerous” or “lawless.”
Sir Sadiq said London is facing an “unprecedented attack” of lies and misinformation from those trying to damage its global standing and tourism industry.
He added that disinformation has become a “global industry” that profits from fear and distortion, saying the city must respond internationally.
He also said the new campaign would challenge these claims and show why London remains one of the best cities in the world.
The Mayor has previously criticised Donald Trump, arguing that fringe ideas have entered mainstream debate during his presidency.
Another report focusing on online content in Asia found tens of thousands of Japanese-language posts discussing London’s crime, safety, migration, and asylum policies.
The GLA also identified what it described as a Vietnam-based Facebook network made up of dozens of pages using AI-generated images to create emotive posts about London and its mayor.
Critics, however, argue the Mayor should focus more on tackling crime itself rather than disputing online narratives about it.
Susan Hall, leader of the City Hall Conservatives, said he should focus on fixing problems instead of “ignoring reality and pretending everything is fine.”
Reform UK’s London mayoral candidate Laila Cunningham said that if the Mayor wants to boost tourism, he should address crime rather than dismissing victims’ concerns.
The campaign comes amid a wave of phone thefts in central London.
Metropolitan Police Commissioner Sir Mark Rowley has urged tech companies to make devices harder to resell, warning that government intervention may be needed if they fail to act.
Freedom of Information data shows that of nearly 587,500 phones stolen in London between 2017 and early 2024, only about 14,000 were recovered.
Sir Mark said police are now sharing intelligence with tech firms to track stolen devices and understand how they re-enter circulation.
The Met reports that London’s homicide rate fell to its lowest level in 11 years in 2025.
However, the capital still records the highest rates of robbery and theft from the person in England and Wales per head of population.
The campaign will be delivered by London & Partners, a growth agency founded in 2011 under former mayor Boris Johnson, and funded by City Hall using taxpayer money.
