At London Pride in July 2017, a group of protesters held up the front of the march, until they were allowed to march in front. This was significant, as they were protesting the commercialisation of London Pride and Pride protests in general. Having being started by a trans person of colour, Pride was always a protest against the ongoing oppression faced by members of LGBTQIA+ community. Pride marches, which are marketed and sold as a celebration are often sponsored by huge companies. This group of activists stood against what Pride has become and reclaimed Pride as a protest.