The John Lewis Christmas advert has been criticised for showing Kristin Scott Thomas riding a London tuk-tuk, a mode of transport described as potentially dangerous, particularly for women travelling alone.
The advert, which landed on Tuesday, November 3, features the actress taking a rickshaw to John Lewis, where she buys disco balls and fairy lights to create a "gran cave" for her grandchildren.
Rickshaw risks highlighted
Critics point to frequent reports of women, often tourists, being targeted by unscrupulous rickshaw drivers in central London. Last week, 39-year-old American tourist Heather Ford, from Tampa, Florida, told how her solo holiday turned into a terrifying ordeal when she was targeted by three rickshaw drivers in what she described as an organised attempt to steal her phone and overcharge her.
After agreeing to a brief five-minute journey, Ford said the driver deliberately passed her hotel before pulling into a side street near the train station and demanding an extortionate £52. He insisted on £40 in cash, with the remainder to be paid by card. Two more men then joined the driver, cornering Ford and aggressively pressuring her to hand over her phone under the pretence of taking photographs.
Fearing she was about to be robbed, Ford shouted at the men, threw a £10 note at the original driver and sprinted back to her hotel. Staff there reportedly confirmed that rickshaw drivers frequently target tourists around Charing Cross.
Regulation and rogue operators
Sir Sadiq Khan announced a crackdown on rogue pedicabs in February, promising new regulations for drivers and operators responsible for rip-off fares and blaring music. Transport for London subsequently introduced new licensing requirements from March, alongside fare caps intended to prevent passengers being exploited.
"After years of campaigning, I'm pleased that TfL will be regulating pedicabs across the capital to ensure they meet proper operational standards," he said. "Pedicabs should be a fun way to explore London – but too often people face rip-off fares, blaring music and unsafe behaviour. We're bringing in these new rules so that both customers and drivers can benefit from an industry that is more safe, more reliable and professional."
Despite the changes, an Express investigation last month found that around Westminster Bridge alone – a spot crossed by more than 15 million tourists every year – legitimate pedicab operators are being bullied out of the market by an organised group from Romania. When the team confronted operators in Westminster, Piccadilly and Leicester Square, they reacted aggressively or fled. Several riders were caught on camera concealing laminated menu cards advertising exorbitant £165 fares.
Festive fear instead of cheer
The advert has been accused of instilling festive fear rather than Christmas cheer, with its glossy depiction of a rickshaw ride risking encouraging thousands of people to climb aboard without understanding the potential dangers. The criticism suggests the retailer's marketing team should do more research before giving such a questionable mode of transport the festive seal of approval.
