The new regulations will allow licensed taxis to carry ads on rear windows and wheel trims for the first time.
LTDA has partnered with Taxi Media, the taxi outdoor ad company, to launch a campaign that will be placed on the rear screen of initially 150 licensed cabs, which will rise to 500 taxis.
The campaign will promote the value, safety and comfort of cabs and use the strapline, "Five travel in this cab for the price of one!"
Last month, Taxi Media's general manager Andre Coetzee left the company to pursue other opportunities. Asher Moses, chief executive of Taxi Media, now takes charge of the 12-strong sales operation, which is based in Oxford Circus.