Health and Safety applies to everyone. Even BA.
They should not be so cheap that they risk the health of their staff and pax with this disgusting display.
The Regulator - CAA - at their Safety Division in LGW should be informed of this. The law gives them virtually unlimited authority to sort this out.
And, as others have said, when anyone comes across this, you must complain to the CSD and make sure that they submit a report on their ipad.