Images of a London billboard that appear to urge white Britons to get sterilized have started to circulate throughout social media. 

Interestingly enough, the billboard lacks the ‘diversity standard’ that’s normally applied to every form of marketing or propaganda that can be seen in the UK, and especially in London, where, according to the last census, ‘white English’ composed just 41 percent of the population. 

Apparently, for whoever is behind this billboard, that number of white Brits is simply not low enough. 

The message, which has been spotted on North London’s Holloway Road, reads: “Imagine a city less crowded… do your part–get sterilised! Yay!” 

Surrounding the billboard’s text is a group of elated white kids, who appear to be reveling in their dwindling numbers. 

In light of the UK’s advertising policy, the fact that not one minority character is featured on the billboard has led many to suggest that its message was directed specifically at white Britons. 

The UK has a specific advertising policy which seeks to eliminate racial stereotyping and reflect the country’s diversity. 

In its guidelines, the Advertising Standards Authority (ASA), the UK’s national advertising watchdog, clearly states that “advertisers should avoid depicting racial stereotypes in their advertising and should not include.” 

It remains unclear as to who exactly is behind the billboard.

GO READ THE WHOLE THING.