The Met has launched the campaign to tell people about new powers available to law enforcement agencies, which mean that if drug dealers can not prove their property is earned legitimately, it can be seized from them.
The campaign will appear on posters, in the press and on radio, including Capital, Xfm, Magic, Choice, Kiss and Sunrise. The posters feature a car and a large sum of money, wrapped in police seizure tape.
Commander Alfred Hitchcock of the specialist crime directorate said: "The message is simple -- if you deal drugs, not only will you go to prison but you could lose everything. Your home, your car and even the cash in your wallet will be taken from you."
The two-week campaign is a joint initiative between Operation Crackdown, which targets drug dealers, and Operation Payback, which looks for criminals living beyond their legitimate means.
Tarique Ghaffur, head of the Met's specialist crime directorate, said: "Criminals peddling drugs on the streets of London are not only blighting our communities, they are also creating dysfunctional role models for impressionable young people who look up to their lifestyles."
The Metropolitan Police retains Miles Calcraft Briginshaw Duffy on its 拢2m advertising account, with the agency appointed after a three-way pitch, however the creative for this campaign was handled by the Met's old agency The Advertising Syndicate.
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