Advert banned for 'misleading' pollution claim

An advertisement has been banned for misleadingly suggesting a direct link between the use of wood burners and open fires and an increase in pollution.

Brighton & Hove City Council's (BHCC) digital postershowed a graphic of a wood-burning stove that was emitting smoke in the shape of an adult and child.

The Advertising Standards Authority (ASA) said it implied a direct causal link between the use of wood burners and open fires, and the claimed increase in particulate pollution nearby, and that those heat sources were the sole cause of the increase.

BHCC said the advert was part of a campaign to raise awareness of the damaging impact of particulate matter pollution from domestic wood burning.

The advert included the text: "Harmful particle pollution near four city primary schools was 78% higher last winter compared with last summer. Wood burners and open fires. The cosy killer."

Two complainants, including the owner of a chimney sweeping business, said it misleadingly implied that the use of wood burners and open fires was the cause of the claimed increase in particle pollution.

The ASA concluded that the advert "implied that wood burners and open fires were the cause of the claimed increase in particulate pollution around four city primary schools.

"However, we had not seen evidence to substantiate the claim. We therefore concluded the ad was likely to mislead."

Banning the ad, the ASA said: "We told Brighton & Hove City Council to ensure that robust evidence was held to substantiate any claims where a direct causal link between the use of wood burners and open fires and an increase in particle pollution was stated or implied.",

Tim Rowkins, BHCC's cabinet member for net zero and environmental services, said: "We have clear and detailed local data that shows the impact that burning solid fuels has on air quality in our densely populated urban areas.

"The ASA has ruled that, in one of the campaign graphics we used, there was an insufficiently clear link to the evidence. There was no ruling against the campaign as a whole, or the other materials that were used.

"The health implications of PM 2.5 [particles smaller than 2.5 micrometres] exposure are well-documented. We're working towards cleaner air in Brighton & Hove and will always act to protect the health of people in our city."

Additional reporting by PA Media.

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