Drivers are being urged to switch off their engines if their vehicle is stationary for more than a minute.
Garrett Emmerson, Chief Operating Officer for Surface Transport at TfL, said: “We are asking all drivers to consider making one small switch, when loading or parked please switch off your engine.
“This is just one measure which can improve air quality in the Capital and complements some of the other action we are taking such as dust suppressants along PM10 hotspots and the green wall at Edgware Road installed in November.”
City Hall research suggests around 4,300 Londoners die prematurely every year due to poor air quality.
TfL have recently extended the scope of the Low Emission Zone and introduced an age limit on Taxis as part of its efforts to reduce pollution.
Part of Transport for London’s campaign to clean up air quality, the ‘no idling’ campaign will be supported with radio and poster adverts.
Mayor of London, Boris Johnson, said: “I am committed to improving Londoners’ quality of life by bringing the best of village living into the city. This includes delivering cleaner, healthier air.
“Turning off engines when stationary for more than a minute creates a host of positive benefits by reducing pollution and using less petrol to save people money. This small individual step can collectively make a massive difference and help improve our great city.”
The Clean Air in London campaign has previously accused the Mayor of taking “a succession of backward steps on air quality measures”.
However campaign founder Simon Birkett said his group “is pleased though to give a cautious welcome to the Mayor’s new ‘no-idling’ campaign which looks well thought-through.
“But let’s not forget, it was promised in the Mayor’s Air Quality Strategy in late 2010 and it is only being ‘launched’ now, a few weeks before the Mayoral election campaign. How much pollution will it reduce and when will we see results?”
The campaign has also been welcomed by London Councils, the body which represents the capital’s local boroughs.
Councillor Catherine West, Chair of London Councils’ Transport and Environment Committee, said “Exhaust fumes are bad for our health and for the environment. More than 4,000 Londoners die prematurely every year because of poor air quality, so drivers can make a huge difference.
“Turning off your engine even for a short while when you are parked or loading at the roadside will make London’s air a lot cleaner and save you fuel.”
